Asus has officially announced its exit from the smartphone market, discontinuing both the ROG Phone and Zenfone lines due to low global market share. The company will focus on its PC division and AI hardware development moving forward, while continuing to support existing Asus phone users with software updates.
The era of Asus smartphones has come to an end as Chairman Jonney Shih confirmed the company’s decision to shift focus to commercial PCs and “physical AI” products. While some speculate this move may be temporary, it could mark the end of the ROG Phone and Zenfone series.
Current Asus phone owners need not worry, as the company has assured ongoing support for devices like the ROG Phone 9 Pro and Zenfone 12 Ultra. Despite this shift, Asus remains a key player in the PC market and is exploring opportunities in AI hardware development.
The writing was on the wall
Asus’ departure from the smartphone market does not come as a surprise, given the challenges faced by the ROG Phone and Zenfone lines in a highly competitive industry. With a global market share below 1.94%, Asus struggled to compete against other Android phone manufacturers.
While the loss of innovative devices like the ROG Phone is unfortunate, concerns about environmental impact and supply chain issues may justify Asus’ decision to focus on other product lines. The company’s expertise in PCs and AI hardware will continue to drive innovation in these areas.
For those in search of a new smartphone, exploring alternative options may lead to discovering the best available devices on the market. Stay informed and make a choice that aligns with your needs and preferences.
