Taipei / Global – january 2026 – Taiwanese tech giant Asus has officially signalled the end of its smartphone era, with its chairman confirming that no new phone models will be launched in the foreseeable future. The move marks a dramatic shift in strategy for the company, which was once known for its Zenfone mainstream devices and ROG Phone gaming‑focused smartphones.
At a recent company event in Taiwan, Asus Chairman Jonney Shih stated clearly that the company will no longer add new smartphones to its lineup starting in 2026. While the wording leaves a slight possibility of revisiting the market, the practical effect is that the Zenfone and ROG phone series will see no future models and the smartphone pipeline appears empty.
Why asus Made the Decision
According to official statements and industry reporting:
- Market Pressures: The global smartphone industry has slowed down, with fewer upgrades and intense competition from samsung, apple, and Chinese brands squeezing smaller players.
- Rising Costs: Component costs such as memory chips have increased, making profit margins tighter for devices like the ROG Phone, which were positioned at premium price points.
- Strategic Pivot to AI: asus is redirecting its resources towards artificial intelligence (AI) products — including AI‑powered servers, robotics, smart glasses, and advanced PCs — which it believes offer better long‑term growth potential.
The company’s AI server business, for example, reportedly doubled its revenue in 2025, highlighting the rising importance of non‑smartphone segments for Asus.
What This Means for asus Customers
- No New Models: There will be no new Zenfone or ROG phone releases in 2026 or beyond — effectively ending both product lines.
- Existing Support: asus has pledged to continue software updates, warranty service, and after‑sales support for current owners, even though future feature expansions may slow.
- Market Impact: The exit reduces choices in the Android smartphone market, especially for gaming‑oriented devices, where asus had carved a niche.
This development follows similar exits in the industry — such as LG’s smartphone business shutdown in prior years — where companies struggled to compete with larger rivals and move the needle in a mature market.
Looking Ahead
Asus’s pivot reflects a broader technology shift where AI innovation and connected hardware ecosystems are taking priority over traditional consumer segments like smartphones. While some asus fans lament the end of the Zenfone and ROG phone lines, the company is betting that its future lies with AI‑centric products, robotics, and computing platforms — areas where growth and profitability appear stronger.
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