Asus is officially bowing out of the smartphone race. After weeks of speculation that we wouldn’t see any new Asus handsets this year, the company has now confirmed it’s stepping away from the mobile phone market altogether.
The announcement came from Asus chairman Jonney Shih during a gala event at the Taipei Nangang Exhibition Centre. Shih explained that Asus will no longer develop new smartphones and will instead pour its efforts into commercial PCs and so-called “physical AI” products — such as robotics and smart glasses.
Existing Asus phone owners aren’t being abandoned, though. The company will continue to provide maintenance, software updates, and warranty support for its current smartphone lineup.
Despite the decline in phone sales, Asus is doing well financially. Shih revealed that the company generated TWD 738.91 billion (about $23.4 billion) in revenue in 2025, a 26% increase from 2024. The AI server division was a standout performer, delivering 100% growth and even surpassing its own ambitious targets.
Asus’ retreat from smartphones has been a long time coming. Over the past few years, its Zenfone range has been gradually scaled back, and ROG Phone releases have become less frequent. In 2025, Asus introduced just two models: the ROG Phone 9 FE and the Zenfone 12 Ultra. Neither of them managed to gain much traction in the market or deliver the kind of sales the company had hoped for.
Against that backdrop, the decision to shift focus from smartphones to PCs, AI servers, and physical AI devices isn’t entirely surprising. Asus is effectively closing the book on its phone business while doubling down on the categories where it sees stronger growth and clearer long‑term potential.
