Key Points
- ASUS may be exiting the smartphone market. The company’s chairman said there are no plans to release new phone models.
- The focus is shifting to AI-related projects, such as robotics and smart glasses.
- Existing ASUS phones will continue to receive software updates and warranty support.
- The company will continue to produce other products, such as laptops and smart glasses.
ASUS, the company behind the popular Zenfone and ROG Phone, may be exiting the smartphone business. According to recent comments from the company’s chairman, Jonney Shih, ASUS has no plans to release new phone models.
While Shih didn’t officially confirm that the company is completely giving up on phones, he did say it’s a possibility. This follows earlier reports that ASUS would not be releasing any new smartphones in 2026, and it now seems this “pause” could be permanent.
So, what’s next for ASUS? The chairman suggested that the company is looking to shift its focus to AI-related projects, such as robotics and smartglasses. This is a move that makes a lot of sense, as the AI boom is creating a huge new market for innovative hardware.
For current ASUS phone owners, there’s no need to panic. The company has said that its existing phones will continue to receive software updates and remain covered by their warranties.
ASUS has been a small but dedicated player in the smartphone market for years, known for its powerful gaming phones and compact Zenfone lineup. If the company exits the market, it will be a loss for consumers seeking alternatives to the usual Apple and Samsung offerings.
However, ASUS is not going anywhere. The company had a strong presence at CES earlier this month, showcasing new dual-screen laptops and a pair of gaming smart glasses. It seems that even if the phones go away, there will still be plenty of other ASUS-branded gear to choose from.
