Is Asus Exiting the Smartphone Market?
▼ Summary
– Asus chairman Jonney Shih announced the company will no longer produce new mobile phone models, ending its Zenfone and ROG Phone lines.
– The company is not permanently closing the door, but is entering a state of “indefinite observation” of the smartphone market.
– Asus has committed to continuing support for existing users of its mobile phone brands.
– The ROG Phone line was considered a top-tier option for premium gaming phones, while recent Zenfone models were less notable.
– The company released only two phones in 2025, the Zenfone 12 Ultra and ROG Phone 9 FE, neither of which launched in the US market.
The future of Asus smartphones appears uncertain following a statement from the company’s chairman, indicating a significant shift in strategy. Jonney Shih reportedly told Taiwanese media that Asus will no longer introduce new mobile phone models, effectively halting development for its Zenfone and ROG Phone lines. This announcement suggests a pause in operations rather than a permanent shutdown, with Shih describing the move as entering a period of “indefinite observation” of the market. He emphasized that the company remains committed to supporting existing customers.
This strategic pivot comes after a period of diminished momentum for Asus’s consumer phone division. While the compact Zenfone 10 generated interest in 2023, subsequent releases failed to capture significant attention. The company’s 2025 lineup was limited to just two devices: the Zenfone 12 Ultra and the ROG Phone 9 FE. Notably, neither model received an official launch in the United States market, signaling a retraction from one of the world’s most competitive arenas.
The ROG Phone series has long been celebrated by enthusiasts, often viewed as the benchmark for high performance gaming smartphones. Its potential discontinuation leaves a notable gap in that specialized segment. The broader Zenfone line, once known for offering unique form factors and competitive specs, had struggled to distinguish itself in an increasingly saturated market dominated by a handful of major players.
Shih’s comments leave the door slightly ajar for a potential return, contingent on future market conditions. For now, the focus shifts to software support and service for the installed base of Asus phone users. The company’s decision reflects the immense challenges of sustaining a profitable smartphone business without massive scale, particularly for brands outside the industry’s top tier. This development marks a cautious retreat from a demanding sector, allowing Asus to concentrate resources on its more established computing and components divisions.
(Source: The Verge)
