No New Models to Be Launched! ASUS Exits the Smartphone Market

Today, at ASUS Group's year-end gala, Chairman Jonney Shih made a direct response regarding the adjustment of the company's smartphone business.

He clearly stated that starting from 2026, ASUS's two major brands, Zenfone and ROG Phone, will cease launching new models. Although no new product lines will be added, the rights and interests of existing customers will continue to be protected.

When it comes to the strategic shift, Jonney Shih emphasized that R&D resources will be focused on key areas such as PCs and various AI devices. Meanwhile, in response to the pressure of rising storage prices, ASUS has ensured that user experience and price rationality remain unaffected by adjusting product R&D plans, optimizing sales combinations, and enhancing supply chain collaboration.

Looking back at the development of its smartphone business, ASUS, as an early entrant in the smartphone market, gained widespread recognition in the Asian and European markets with its cost-effective ZenFone series launched in 2014. The ROG Phone series, unveiled in 2018, took the lead in entering the gaming smartphone segment, becoming one of the first explorers in the industry.

However, due to the long-term losses in the smartphone business, ASUS ultimately decided to withdraw from this sector. Relevant responsible persons specifically stated that after-sales services for smartphone users will remain unchanged, and warranty terms and software updates will not be affected.

Industry insiders analyzed that the global smartphone market has currently entered a stock competition phase, with users' replacement cycles extending. In the domestic market, leading brands continue to expand their market share, further squeezing the living space of small and medium-sized manufacturers. This is also the underlying background behind ASUS's withdrawal from the smartphone market.