Asus Exits the Smartphone Market: A Strategic Shift by the Tech Giant
Long-standing rumors in the tech world have now been officially confirmed. Asus has announced that it is stepping away from the smartphone business altogether. Claims suggesting that the company would not launch any new phones in 2026 have been validated by a clear statement from top management.
Speaking at a private gala event held at the Taipei Nangang Exhibition Center, Asus Chairman Jonney Shih confirmed that the company will no longer develop new smartphone models. In response to questions from the media, Shih stated, “Asus will not add new mobile phone models in the future,” signaling what many interpret as a permanent exit from the smartphone market.
A New Focus: AI and Enterprise Technologies
According to Shih, Asus will now redirect its resources and R&D investments toward areas with stronger long-term growth potential. These include enterprise computing, robotics, smart glasses, and emerging fields described as physical artificial intelligence. By stepping away from consumer smartphones, the company aims to concentrate on technologies that promise higher margins and strategic value.
That said, current Asus smartphone users will continue to receive software updates, maintenance, and warranty support, ensuring that existing devices are not left unsupported.
A Profitable Company Making a Bold Choice
Notably, this decision does not stem from financial weakness. Asus reported revenues of 738.91 billion New Taiwan dollars (approximately $23.4 billion) in 2025, representing a 26% increase year-over-year. The company’s AI server division stood out in particular, achieving 100% growth and surpassing internal targets.
The End of an Era: From Zenfone to ROG Phone
Once a strong contender in the smartphone market with its Zenfone lineup, Asus gradually reduced its presence in recent years. The Zenfone series became increasingly niche, while the number of ROG Phone models was significantly scaled back. In 2025, Asus released only two smartphones—ROG Phone 9 FE and Zenfone 12 Ultra—both of which reportedly fell short of sales expectations.
Taken together, these developments suggest that Asus’s departure from the smartphone market is not a sudden move, but rather the result of a carefully planned strategic realignment.
