Asus has officially decided to step back from the smartphone market. This announcement was made by company chairman Jonney Shih during a recent event in Taiwan. Instead of focusing on smartphones, Asus will shift its attention to AI products like robots and smart glasses.
Shih explained, “Asus will no longer add new mobile phone models in the future.” There won’t be new Zenfones or ROG Phones coming out in 2026. This move comes as not many customers were closely following Asus smartphones. The company plans to take a “wait-and-see” approach regarding future phone releases, though Shih left the door slightly open for possible new devices down the road.
The Zenfone series may not be greatly missed. While it offered a budget-friendly option, Asus struggled with timely updates and support compared to major competitors. The ROG Phone line, known for its gaming capabilities, provided top-notch hardware and features like advanced cooling systems and extra USB-C ports. However, with the ROG Phone 9 Pro priced at around $1,200, it’s clear that only a niche market is willing to pay that for a gaming phone, especially with strong alternatives from brands like Samsung and Apple.
Current Asus phone users can expect some updates. However, the company’s update policy has been lackluster compared to others in the industry. The ROG Phone 9 Pro is set for just two OS updates and five years of security patches. Zenfones offer a similar story, with only two major Android updates and limited security support.
Shih’s remarks indicate that Asus isn’t likely to re-enter the smartphone arena anytime soon. This isn’t an isolated case; other brands have also retreated from the phone market. In fact, a recent study showed a notable drop in how frequently people upgrade their phones. Many now hold onto their devices longer than before, making it tougher for brands like Asus to compete.
The landscape of the smartphone market is changing. Companies that can’t keep up with consumer demands for updates and support are likely to find it increasingly difficult to thrive. As Asus redirects its focus to AI innovations, it will be interesting to see how this shift impacts its overall business strategy moving forward.
For more insights on the smartphone market trends, check out this Investopedia article.
