Asus has officially confirmed that it is exiting the smartphone market, bringing long-standing speculation to a close. During a special gala event held at the Taipei Nangang Exhibition Center, Asus chairman Jonney Shih stated that the company has no plans to launch any new smartphones going forward. This marks a decisive strategic shift for the Taiwanese tech brand, which has been steadily reducing its smartphone presence over the past few years.
According to Shih, Asus will now redirect its resources and research efforts toward commercial PCs and what it describes as “physical AI,” a category that includes robotics, smart glasses, and related emerging technologies. Despite stepping away from new phone releases, Asus reassured existing customers that it will continue to provide maintenance, software updates, and warranty support for its current smartphone lineup, ensuring users are not left stranded.
The announcement comes at a time of strong overall financial performance for the company. Asus reported revenue of TWD 738.91 billion (approximately $23.4 billion) for 2025, representing a significant 26% increase compared to 2024. A major driver of this growth was its AI server business, which reportedly achieved 100% growth and doubled its internal targets, further reinforcing the company’s decision to focus on enterprise and AI-driven segments.
In hindsight, Asus’ exit from smartphones has been building for some time. The company gradually scaled back its Zenfone series and reduced the frequency of ROG Phone launches. In 2025, Asus released only two smartphones—the ROG Phone 9 FE and the Zenfone 12 Ultra—and neither managed to gain strong commercial traction. With declining sales and shifting priorities, the final confirmation feels less like a surprise and more like the closing chapter of a long transition.
For many fans, Asus smartphones represented innovation, experimentation, and a willingness to challenge industry norms. While the brand’s departure leaves a noticeable gap in the Android ecosystem, Asus is clearly betting its future on AI, computing, and next-generation hardware. Goodbye Asus phones—your impact on the market won’t be forgotten.
