Asus has formally confirmed that it will stop developing new smartphones, bringing an apparent end to both its ROG Phone gaming lineup and the Zenfone series. The confirmation came directly from Asus Chairman Jonney Shih during an interview at the company’s end-of-year gala held on January 16 at the Taipei Nangang Exhibition Center.
“Asus will no longer add new mobile phone models in the future,” Shih said, leaving little ambiguity about the company’s direction. While he noted that Asus would continue to observe the smartphone market, the statement signals a broad and indefinite pause rather than a short-term adjustment. Unlike LG’s explicit exit from the smartphone business in 2021, Asus has not issued a formal declaration of withdrawal, but the scope of the halt suggests a return is unlikely.
End of the Road for ROG Phone and Zenfone
Asus never competed with mass-market giants like Samsung or Apple in volume, but it carved out a strong reputation in niche segments. The ROG Phone series, in particular, became a benchmark for gaming smartphones, known for its shoulder trigger buttons, advanced cooling systems, large batteries, and class-leading speakers. Even as later models moved slightly closer to mainstream design, the core gaming-focused features remained intact.
The Zenfone line, meanwhile, earned a following for experimentation and compact design. Models such as the Zenfone 7 Pro stood out with their motorised flip-camera systems, while later generations became some of the last truly compact Android flagships available. However, Asus’s phones occupied narrow market segments, and attempts to broaden their appeal—such as increasing screen sizes or shifting camera priorities—failed to deliver the scale needed to sustain the business.
Fewer Choices in a More Expensive Market
Asus’s exit comes at a challenging time for the smartphone industry. Rising component costs, particularly for memory and displays, are disrupting a long-standing assumption that hardware would become cheaper over time. Industry executives have warned that 2026 marks a turning point, with manufacturers facing sustained cost pressure rather than short-term volatility.
With fewer brands competing, consumers may see higher prices and slower innovation. Asus’s departure reduces diversity in a market already consolidating around a small number of dominant players, especially in specialized categories such as gaming phones.
Asus Bets on AI, Robotics, and Servers
Rather than consumer smartphones, Asus is redirecting its resources toward artificial intelligence and commercial hardware. The gala’s theme, “AI leading the future,” underscored this shift. Shih said the company is investing heavily in physical AI devices, enterprise PCs, AI robotics, and smart glasses, potentially built on Qualcomm’s Snapdragon X and Dragonwing platforms. These products are expected to target business and industrial customers rather than consumers.
Asus is also expanding its server and data center operations, which Shih said now account for roughly 20% of the company’s total revenue—a figure that continues to grow amid global demand for AI infrastructure.
What This Means for Smartphone Buyers
For consumers, Asus’s withdrawal narrows the field further. Gaming-focused alternatives are now largely limited to brands such as RedMagic, while mainstream flagship performance is dominated by devices from Samsung, OnePlus, and Apple. Foldable phones may partially fill gaps left by discontinued innovations like flip cameras, but they come at a premium.
While Asus’s decision may make strategic sense amid shifting industry economics, it marks the end of a brand that consistently brought experimentation and personality to the smartphone space. For many users, especially gamers and fans of compact flagships, its absence will be keenly felt.
