ASUS Exits Smartphone Segment, Shifts Focus to AI and Commercial PCs
Taiwan-based technology company ASUS has decided to withdraw from the smartphone market. Although speculation had been circulating since the beginning of the year, the decision was officially confirmed by the company’s Chairman, Jonney Shih. The information was reported by GSMArena.
Speaking at a special gala event held at the Taipei Nangang Exhibition Center, Shih announced that ASUS has no plans to launch any new smartphones in the future.
According to him, the company will now concentrate its investment and research efforts on commercial PCs and “physical AI,” a category that includes technologies such as robotics and smart glasses.
However, ASUS assured that existing smartphone users will continue to receive maintenance support, software updates, and warranty services for devices already in the market.
ASUS’s presence in the smartphone segment has been steadily declining in recent years. The Zenfone lineup was scaled back, while the ROG Phone series was no longer released regularly. In 2025, the company introduced only two smartphone models, both of which failed to meet sales expectations.
Meanwhile, ASUS recorded total revenue of TWD 738.91 billion in 2025, marking a 26 percent increase compared to the previous year. Notably, 100 percent growth in the AI server segment has further highlighted the company’s strategic shift.
DBTech/BMT/OR
