中经记者 陈佳岚 广州报道 2026年新年伊始，手机行业便传来一则重磅消息。有外媒消息称，华硕将在2026年暂停推出包括 ZenFone和ROG Phone在内的新款手机。 对此，1月5日，华硕中国区相关人士向《中国经营报》记者确认了华硕在2026年不会推出新手机的消 息。 对于原因，上述华硕中国区相关人士表示，属于常规的业务调整，并强调售后服务与软件更新不变，消 费者不用担心。当被追问2027年后是否重返手机市场时，该人士表示"之后如何并没有答复" 。 然而，业内人士猜测，此举多是存储价格大幅上涨原因所导致。IDC中国研究经理郭天翔向记者分析指 出："上游元器件成本上升太多，华硕手机的体量难以承受，也拿不到那么多存储产品货源。" 手机业务从开拓到收缩的变迁 近几年，华硕在手机市场主要专注两条线，一条是以极致性能为主的ROG玩家国度电竞手机，另一条 为更高性价比的ZenFone系列。接近华硕的人士向记者表示："华硕手机在大陆很多年都只上ROG电竞 手机。" ROG手机最新机型为ROG 9系列，是华硕于2024年11月19日发布的机型。记者注意到，目前，华硕官网 上ROG游戏手机9系列已无法购买了。而京东、天猫 ...

Core Viewpoint - ASUS has announced that it will suspend the launch of new smartphones, including the Zenfone and ROG Phone series, in 2026, marking a significant shift in the smartphone market and signaling the end of an era for small-sized flagship devices [1][3][15]. Company Overview - ASUS has historically focused on unique innovations rather than following mainstream trends, exemplified by products like the Padfone and ZenFone Zoom, which showcased its commitment to creativity [5][8]. - The Zenfone series targeted small-sized smartphone enthusiasts, with models like ZenFone 8, 9, and 10 receiving positive reviews for their compact design and flagship specifications [10][14]. - The ROG Phone series was designed specifically for gamers, featuring unique functionalities such as side charging ports and AirTriggers, catering to a niche market [11][13]. Market Challenges - The smartphone industry is facing rising costs, with a projected 25% increase in material costs by 2026 due to supply chain dependencies, which disproportionately affects smaller brands like ASUS [16][18]. - The competitive landscape is dominated by giants like Apple and Samsung at the high end, and Chinese brands like Xiaomi and OPPO at the mid to low end, leaving ASUS in a challenging position [19][22]. - ASUS's smartphone business has been a financial burden, with significant losses reported in previous years, and its market share in Taiwan dwindling to approximately 1.2% by 2025 [23][25]. Industry Implications - The exit of ASUS from the smartphone market reflects a broader trend where unique, niche products struggle to survive in an increasingly saturated and mature market [26][28]. - The success in the smartphone industry now hinges on supply chain management, cost control, and extensive distribution channels, rather than solely on product uniqueness [28].

华硕指出，手机事业单位营运维持不变，对于所有华硕手机用户，将持续提供完整的售后服务。保修条 款与软体更新均不受影响，请用户放心。 华硕目前智慧手机有两大产品线，包含电竞手机的ROG Phone以及Zenfone两大产品线。因手机业务始 终处于亏损局面，近几年市场不时有华硕即将退出手机市场的消息。 2023年下旬就传出华硕Zenfone 10 为该系列最后一代，将停产Zenfone产品线，华硕当时也表示并未退出手机市场。 华硕认为手机将是AIoT的入口，也是AI应用可贴近用户的重要终端，目前ROG最新款是2024年11月推 出的ROG Phone 9／9 Pro／9 Pro Edition系列，最新的Zenfone则是2025年2月推出的Zenfone 12 Ultra，主 打AI功能、摄影与顶级萤幕解析。 市场昨（2）日传出品牌大厂华硕（2357）将退出手机市场，并裁掉手机部门人力。华硕回应，手机产 品的营运、产品维护、升级和保固仍持续进行，但也确认「2026年暂无推出新机种计划」。 事实上，2025年下旬，市场已传出华硕即将结束手机事业的风声。时序进入2026年，零组件暴涨也带动 手机价格上升、影响买气的讯 ...