Asus Halts Smartphone Business Indefinitely
Asus has officially announced the indefinite halt of its smartphone business, according to chairman Jonney Shih. This decision marks a significant shift in the company’s strategy, which will now focus on artificial intelligence products, including robots and smart glasses.
Details of the Announcement
During a kick-off event held in Taiwan for the year 2026, Shih confirmed the transition away from mobile phone production. He stated, “Asus will no longer add new mobile phone models in the future.” This statement effectively rules out any upcoming Zenfone or ROG Phone releases.
Reasons Behind the Decision
- Declining interest in Asus smartphones.
- Intense competition from market leaders.
- Limited support and update policies compared to rivals.
Despite the popular gaming-centric ROG Phone series, which featured advanced capabilities such as active cooling and multiple USB-C ports, the demand appears to be insufficient. The latest ROG Phone 9 Pro is priced starting at $1,200, making it one of the more expensive offerings in the market.
Current Product Support
Asus will continue to support existing devices. However, the updates provided are relatively minimal. The ROG Phone 9 Pro is set to receive only two operating system updates and five years of security patches. Similarly, the latest Zenfones will get two Android version updates along with four years of security support.
Industry Trends
This move by Asus reflects a broader trend in the smartphone industry, where manufacturers are reevaluating their positions due to changing consumer habits. Fewer people are upgrading their devices as often, prompting companies to pivot away from mobile phone production.
Shih did not entirely rule out future releases but indicated that any return to the smartphone sector would depend on market changes. Currently, Asus will adopt a “wait-and-see” approach as it navigates this new phase.
