ASUS has confirmed it will no longer launch new smartphone models.
Chairman Jonney Shih personally stated during ASUS’s 2025 Year-End Gala held on January 16 in Taipei that the company’s R&D resources will be redirected to commercial PCs and Physical AI, which includes robotics and smart glasses.
This means ASUS’s smartphone lines, including Zenfone and ROG Phone, may effectively end in 2026, but will still continue supporting existing phone users through maintenance, software updates, and warranty services.
According to Inside, the chairman also confirmed that they will “no longer add new mobile phone models in the future.”
As mentioned, the company plans to concentrate on AI-powered commercial PCs, robots, and smart glasses.
Shih also acknowledged ongoing supply chain issues, including rising memory prices, which could lead to higher prices for some non-AI products.
He said ASUS will try to balance costs through design and supply chain optimization.
Industry observers see the exit from smartphones as a practical move. The smartphone market is highly competitive, and ASUS has struggled to scale Zenfone and ROG Phone despite strong brand recognition.
What do you think of this decision from ASUS?
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