Asus exits smartphone business globally, chairman Jonney Shih confirms

Asus has officially confirmed that it is stepping away from the smartphone business, bringing an end to both its Zenfone and ROG Phone lines. The announcement was made by chairman Jonney Shih during a company event held in Taiwan. While Asus stopped short of calling it a permanent exit, the company made it clear that no new smartphones are planned for 2026 or beyond. For many users, this confirms what had already become obvious over the past few years. Asus phones were launching less often, reaching fewer markets, and drawing limited attention. However, Asus has not completely ruled out making smartphones in the future and may return if conditions change.

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Shih January 16 at Asus’ end-of-year gala in Taipei stated that Asus will no longer add new smartphone models and will instead shift its focus to areas with better long-term growth. These include AI-focused products such as computers, servers, robotics, and smart devices. He explained that the smartphone market has become difficult to sustain, with rising costs and slower demand worldwide. Asus will continue to support existing phone users with software updates, repairs, and warranty services.

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Asus once stood out by serving niche users, and one of the prime examples of that is the Zenfone series, which became popular for offering compact flagship phones at a time when most brands moved toward larger designs. Earlier models also experimented with unusual camera systems that helped the brand stand apart. However, over time the device lost its clear identity, failed to provide competitive pricing, and fell behind with updates.

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While with the ROG Phone series, ASUS took a different approach, as the devices were designed for mobile gaming; the devices featured gaming controls, decent speakers, and long batteries. Gaming communities appreciated these devices, but they were quite expensive and catered to a very specific niche. Furthermore, these devices came with shorter software updates than competing models.

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Asus released fewer phones and skipped major markets like the United States in recent years. Not only that, but the sales of its last two phones did not meet expectations, signalling deeper problems and making the final decision much easier.

The company has now joined a growing list of brands that have stepped away from smartphones as the market matures. The increase in the list is due to the competition in the smartphone industry while the profits remain thin and the buyers upgrade less often.

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Bhaskar Sharma

Bhaskar is a senior copy editor at Digit India, where he simplifies complex tech topics across iOS, Android, macOS, Windows, and emerging consumer tech. His work has appeared in iGeeksBlog, GuidingTech, and other publications, and he previously served as an assistant editor at TechBloat and TechReloaded. A B.Tech graduate and full-time tech writer, he is known for clear, practical guides and explainers. View Full Profile