Asus has all but confirmed that it won’t be launching any new phones going forward, marking the end of its run as an Android handset maker.
The confirmation came directly from Asus chairman Jonney Shih, who revealed the decision during a company event at the Taipei Nangang Exhibition Center.
Rather than continuing with phones, Asus will now redirect its resources and R&D into commercial PCs and what it calls “physical AI”, including areas like robotics and smart glasses.
Importantly, Asus isn’t abandoning existing customers. The company says it will continue to provide software updates, maintenance, and warranty support for current Zenfone and ROG Phone owners, even though no new models are planned.
Financially, the move appears to be a strategic refocus rather than a retreat. Asus reported TWD 738.91 billion (£23.4bn / $23.4bn) in revenue for 2025, up 26% year-on-year. Its AI server business was a standout, doubling its growth target and posting 100% growth, suggesting where the company now sees its future.
The writing has been on the wall for a while. Asus has steadily scaled back its phone ambitions over the past few years, quietly shrinking the Zenfone lineup and reducing the cadence of its ROG Phone launches. In 2025, the company released just two devices — the ROG Phone 9 FE and Zenfone 12 Ultra — neither of which made much impact commercially.
Asus phones have long occupied a niche space in the Android world, appealing to power users, compact-phone fans, and mobile gamers rather than the mass market. But with fierce competition and tightening margins across the smartphone industry, it’s clear Asus no longer sees phones as worth the investment.
For Android fans, it’s another reminder that even well-known brands aren’t immune to shifting priorities. Asus may be exiting smartphones, but it’s betting that AI hardware and computing will offer a more sustainable future, even if it means closing the door on one of its most recognisable product lines.
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