Confirmed: Asus is exiting the smartphone market

A report from earlier this month suggested there won’t be any new Asus phones launching this year, and we now have official confirmation that the brand is moving away from smartphones altogether.

Asus chairman Jonney Shih confirmed that the brand is not planning any new smartphone releases during a special event gala at the Taipei Nangang Exhibition Center. According to reports, Asus will focus its resources and R&D on commercial PCs and physical AI (i.e., robotics and smart glasses). The brand will still offer maintenance, software updates, and warranty services for existing smartphones.

Shih also shared that Asus reached TWD 738.91 billion ($23.4 billion) in revenue for 2025, which represents a 26% jump compared to 2024. The AI server business in particular achieved 100% growth – doubling its own target.

The last few years saw Asus dwindle down its Zenfone series and cut back on ROG Phone releases. The brand launched only two phones in 2025 with the ROG Phone 9 FE and the Zenfone 12 Ultra and it was no secret that neither of those sold particularly well.

Source (in Chinese)