Asus has officially announced its departure from the smartphone market, ending the era of Asus smartphones. The company will now focus on commercial PCs and physical AI products, leaving behind its ROG Phone and Zenfone lines. Existing users will still receive software support, but the future of innovative gaming smartphones like the ROG Phone 7 Ultimate is uncertain.
Chairman Jonney Shih shared this news during an event in Taipei, signaling a shift towards commercial PCs and “physical AI” products. While some speculate this may be a temporary move, it could mean the end for the popular ROG Phone and Zenfone series.
Current Asus phone owners need not worry, as the company has assured continued support for its mobile users, including software updates for compatible devices such as the ROG Phone 9 Pro and Zenfone 12 Ultra.
Despite ambitious efforts, Asus’ smartphone lines have struggled to compete in the competitive Android market, reflected in their low global market share. The decision to exit the smartphone market comes as no surprise to industry observers, with concerns about environmental impact and supply chain challenges playing a role.
Asus will continue to thrive in the PC market under the ROG brand and expand its presence in AI hardware with a focus on robotics and smart glasses. While the loss of a smartphone manufacturer may impact competition, Asus remains committed to innovation in other product categories.
