Asus confirms its smartphone business is on indefinite hiatus
Ars Technica • • general
Key Points:
- Asus chairman Jonney Shih confirmed the company will wind down its smartphone business and stop releasing new mobile phone models, shifting focus instead to AI products like robots and smart glasses.
- The Zenfone and ROG Phone lines will not see new releases in 2026, with Asus adopting an indefinite "wait-and-see" approach to future phone production.
- Asus phones historically struggled with limited software updates and high prices, especially the ROG Phone series, which faced stiff competition from established brands like Samsung and Apple.
- The decision reflects broader industry trends of maturing smartphone technology, slowing upgrade cycles, and increased competition from Chinese OEMs, making it difficult for niche players to sustain profitability.
- Asus reported a 26.1
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