Asus has officially confirmed its departure from the smartphone industry, marking the end of an era for the Zenfone and ROG Phone lineups. During a special event in Taipei, Asus chairman Jonney Shih announced that the company will no longer release new mobile devices, prioritizing other high-growth sectors instead.
Strategic Shift Toward AI and Computing
The decision comes as the tech giant pivots its research and development resources toward commercial PCs and physical AI technologies, including robotics and smart glasses. This strategic realignment is already yielding results; Asus reported total revenue of TWD 738.91 billion ($23.4 billion) for 2025, a significant 26% year-over-year increase. Their AI server division saw a remarkable 100% growth, doubling its initial targets.
Support for Current Users
While hardware production is ending, existing Asus smartphone owners will not be left behind. The company has pledged to continue providing:
- Regular software updates and security patches
- Technical maintenance and repair services
- Full warranty support for all current models
The transition follows a period of declining sales for the mobile division. In 2025, the brand released only two models—the ROG Phone 9 FE and the Zenfone 12 Ultra—both of which struggled to capture significant market share. By exiting the crowded smartphone space, Asus aims to consolidate its leadership in the booming artificial intelligence and enterprise computing markets.