The era of Asus smartphones has officially come to an end, as the company has announced its exit from the smartphone market. Chairman Jonney Shih made the announcement during an event in Taipei, stating that Asus will now focus on commercial PCs and “physical AI” products instead. While some speculate that this move may be temporary, it could spell the end for two of Asus’s prominent smartphone lines: the ROG Phone and Zenfone.
Existing Asus phone users need not worry, as the company has assured that it will continue to provide software support for its mobile users. This includes devices such as the ROG Phone 9 Pro and the Zenfone 12 Ultra, which were released in recent years.
The decision to exit the smartphone market does not come as a surprise, as Asus has struggled to compete in the highly competitive Android phone market. With less than 1.94% global market share, Asus has found it challenging to make a significant impact in the industry. Despite this, the ROG Phone series, in particular, was known for pushing boundaries and offering innovative features.
While the loss of competition in the smartphone market may be concerning, Asus’s focus on its successful PC division and expansion into AI hardware development could lead to new and exciting products. The company is looking to venture into robotics and smart glasses, showcasing its commitment to innovation in other technology sectors.
Asus may be stepping away from smartphones, but it remains a key player in the PC market, where the ROG brand will continue to thrive. For those in search of a new handset, there are still plenty of options available. Check out our guide to the best phones on the market for more information.
