Asus confirms its smartphone business is on indefinite hiatus

Asus has officially announced a halt to its smartphone business, a decision confirmed by chairman Jonney Shih at a recent event in Taiwan. Initially, rumors circulated earlier this month regarding the company's retreat from mobile devices, but Asus opted not to comment until now. During the 2026 kickoff event, Shih revealed that the company will no longer introduce new smartphone models, signaling an end to products like the Zenfone and ROG Phone. This strategic pivot will see Asus channel its resources into artificial intelligence, particularly in the realms of robotics and smart eyewear. Shih stated, "Asus will no longer add new mobile phone models in the future," indicating a significant change in direction for the brand. Despite the notable features of the ROG Phone line, which has been a player in the gaming smartphone market, the reality is that Asus struggled to capture a substantial audience. With high price points—such as the ROG Phone 9 Pro starting at $1,200—many potential customers have turned to more mainstream options like Samsung or Apple. While the company maintains that existing devices will continue to receive updates, the commitment is limited; the ROG Phone 9 Pro is only set to receive two major OS updates and five years of security patches. In comparison, the latest Zenfones are promised two Android updates with four years of security support. Shih's remarks suggest that Asus is unlikely to re-enter the smartphone market unless there are significant changes in consumer behavior. This decision aligns with a broader trend where several manufacturers are reevaluating their positions in the mobile sector as consumers tend to upgrade their devices less frequently. As the industry evolves, Asus appears to be prioritizing innovation in AI over competing in a saturated smartphone market.