ASUS is reportedly planning to halt the launch of new ROG and Zenfone smartphones in 2026, citing rising component costs and ongoing DRAM shortages as major challenges. Reports from Economic Daily News and DigiTimes indicate that the company has informed partners and industry outlets that no new models will be introduced next year, though after-sales support for existing devices will continue.
This development comes at a time when the smartphone bill of materials (BoM) is expected to rise significantly. Industry estimates suggest that BoM costs could increase by up to 25 percent in 2026, largely driven by higher memory prices. The surge in DRAM costs has affected smaller Android vendors more severely, while companies like Apple and Samsung continue to maintain strong profit margins. For brands with smaller market share, such as ASUS, the combination of high component costs and limited sales volume has made launching new devices more difficult.
ASUS has historically held a modest position in global smartphone shipments, which makes the company more vulnerable to supply and pricing pressures. The current situation is not the first time ASUS has faced reports of a smartphone exit. In 2023, rumors suggested the Zenfone lineup would be discontinued, a claim the company denied at the time. In 2026, the reports appear to hold some weight, although the company has confirmed it will continue providing service and support for existing devices.
The DRAM shortage has significantly increased costs for components critical to modern smartphones. A 12GB LPDDR5X memory chip now costs approximately $70, compared to the $25–$29 range previously. At the same time, high-end processors, such as the Snapdragon 8 Elite Gen 6 Pro, are expected to carry higher price tags than their standard counterparts. These increases make it difficult for ASUS to offer devices with top-tier specifications without raising retail prices.
Passing these costs on to consumers would likely make new ROG and Zenfone devices less competitive in a market dominated by larger brands like Apple, Samsung, and Xiaomi, which can leverage scale to absorb higher component costs. Reports also suggest that DRAM suppliers are prioritizing certain customers for allocations, and ASUS is not among them, further complicating the company’s ability to produce new devices at a reasonable cost.
Earlier this month, ASUS announced price increases for select product bundles, effective January 5, reflecting the impact of rising component costs on the company’s broader product strategy. While speculation arose that ASUS might enter the DRAM market to address shortages, the company has denied these claims.
For now, ASUS appears to be focusing on managing costs and maintaining support for its current smartphone portfolio rather than competing aggressively in the high-end smartphone segment. Whether the company returns with new ROG or Zenfone models in subsequent years will likely depend on improvements in memory availability and stabilization of component prices.
