Asus Confirms Exit From Smartphone Market, Shifts Focus to AI Products
Asus has officially confirmed that it is winding down its smartphone business, ending years of participation in the highly competitive mobile phone market. After weeks of speculation sparked by unconfirmed reports, Asus chairman Jonney Shih publicly announced that the company will no longer develop or release new smartphone models.
The announcement was made during Asus’ 2026 kick-off event in Taiwan, signaling a strategic shift toward AI-driven products, including robots, smart glasses, and next-generation artificial intelligence solutions.
Asus Will No Longer Release New Smartphones
According to Jonney Shih, Asus has decided to halt future smartphone development entirely.
“Asus will no longer add new mobile phone models in the future,” Shih stated during the event (machine translated).
This confirmation means there will be no new Zenfone or ROG Phone releases in 2026. While Asus has not ruled out a potential return to smartphones someday, Shih described the company’s stance as an “indefinite wait-and-see” approach, indicating no immediate plans to re-enter the market.
Why Asus Is Exiting the Smartphone Business
The decision reflects broader challenges in the global smartphone industry. Consumer upgrade cycles are slowing, competition is intensifying, and only a handful of brands dominate global sales.
Asus smartphones, while innovative, struggled to gain mainstream traction:
Zenfone series: Known for compact designs and competitive pricing, but lacked strong long-term software support compared to rivals like Samsung and Google.
ROG Phone series: Popular among mobile gaming enthusiasts, featuring advanced cooling systems, multiple USB-C ports, gaming accessories, RGB lighting, and headphone jacks.
However, the high price point proved to be a major barrier. The latest ROG Phone 9 Pro starts at $1,200, making it more expensive than many Samsung flagship devices. The niche audience willing to pay a premium for dedicated gaming phones has remained relatively small.
Software Support Lagged Behind Competitors
One of Asus’ biggest disadvantages was its software update policy:
ROG Phone 9 Pro: Guaranteed only two Android OS updates and five years of security patches
Recent Zenfone models: Limited to two Android version updates and four years of security support
In comparison, market leaders now offer up to seven years of OS and security updates, making Asus devices less attractive for long-term users.
Existing Asus Phones Will Still Receive Updates
Asus has confirmed that existing smartphones will continue to receive promised updates, but the company has never been a leader in this area. Users should not expect extended support beyond the original commitments.
Asus’ New Direction: AI, Robotics, and Smart Wearables
Rather than competing in the saturated smartphone market, Asus is pivoting toward AI-powered innovation. The company plans to focus on:
Artificial intelligence products
Robotics and automation
Smart glasses and wearable technology
Next-generation AI hardware solutions
This move aligns with broader industry trends, as major tech companies shift resources toward AI-first ecosystems rather than traditional consumer electronics.
A Sign of a Larger Industry Trend
Asus joins a growing list of manufacturers stepping away from smartphones. With users upgrading less frequently and development costs rising, only brands with massive scale can remain competitive.
Unless there is a major shift in consumer behavior or mobile technology, Asus’ return to smartphones appears unlikely in the near future.
Frequently Asked Questions (FAQs)
Is Asus shutting down its smartphone business?
Yes, Asus has confirmed that it will no longer develop or release new smartphone models, effectively exiting the smartphone market.
Will Asus release a new Zenfone or ROG Phone in 2026?
No, Asus has confirmed that there will be no new Zenfone or ROG Phone launches in 2026.
Why did Asus stop making smartphones?
Asus cited market challenges, limited demand, intense competition, and a strategic shift toward AI-based products as key reasons.
Will existing Asus phones still get updates?
Yes, existing devices will receive updates as promised, but Asus offers fewer OS upgrades compared to leading competitors.
What products will Asus focus on instead of smartphones?
Asus plans to focus on AI products, including robots, smart glasses, and advanced AI hardware solutions.
Could Asus return to smartphones in the future?
Asus has not ruled it out entirely but stated it will take an “indefinite wait-and-see” approach, with no current plans to return.