Asus is leaving the smartphone market
By ForGeeks
It was reported in the media earlier this month that Asus has no plans to release new smartphones this year, and now it has been officially confirmed. The company has indeed decided to completely abandon the smartphone business.
Asus chairman Johnny Shi confirmed that the brand has no plans to release new smartphones, during a special event at the Taipei Nangang Exhibition Center. Asus will reportedly reallocate R&D resources and investments in favor of commercial PCs and so-called «physical AI» — robotics and smart glasses. At the same time, the company will continue to support its existing smartphones, including service, software updates and warranty fulfillment.
Shi also said that Asus’ revenue for 2025 reached NT$738.91 billion (about $23.4 billion), up 26% from 2024. The AI server business performed particularly impressively — it grew 100%, effectively doubling the company’s own forecasts.
In recent years, Asus has been gradually winding down its presence in the smartphone market. The Zenfone lineup has been noticeably scaled back, and new ROG Phone models have been released less frequently. In 2025, the company released just two smartphones — the ROG Phone 9 FE and Zenfone 12 Ultra, and neither of them were able to show strong sales, which was one of the factors behind the brand’s eventual exit from this segment.
