Asus Pauses Smartphone Plans Indefinitely, Shifts Focus To AI Innovation
Earlier reports suggested Asus might scale back its smartphone plans, and the company initially stayed quiet. However, Asus has now confirmed the wind-down of its smartphone business during an event in Taiwan. Instead, the company will shift its focus toward AI-driven products such as robots and smart glasses. As a result, new smartphone launches are no longer part of the near-term roadmap.
No New Zenfone Or ROG Phone Expected
So, don’t expect a new Zenfone or ROG Phone in 2026. Although the company may not rule out phones forever, it is taking an “indefinite wait-and-see” approach. Meanwhile, the smartphone lineup had already become less visible to mainstream buyers.
The Zenfone line built a reputation for being smaller and more affordable than many rivals. However, its software support and update policy lagged behind market leaders. In contrast, the ROG Phone series became well known in the gaming niche. For example, it offered active cooling, extra ports, gaming accessories, and even a headphone jack. Still, high pricing limited its reach, especially with recent models starting around flagship-level costs.
Existing Asus phones should continue receiving updates, but the company has rarely led in long-term support. For instance, the ROG Phone 9 Pro offers two OS updates and five years of security patches. Similarly, recent Zenfones offer two Android version updates with four years of security support. Consequently, buyers had fewer reasons to stay loyal over time.
A Tough Market Pushes Brands Toward AI
The smartphone market has matured, so year-to-year upgrades feel less dramatic. Additionally, rising prices have encouraged people to keep devices longer. At the same time, major Chinese manufacturers have increased competition across global markets. Therefore, it has become harder for niche players to justify launching new phones every year.
Asus once offered a wider range of Android devices, including phones, tablets, and hybrid concepts. However, the market has narrowed as consumers favor fewer designs and familiar brands. Moreover, brands that pause smartphone releases rarely return at full scale. Because of that pattern, an extended break often becomes permanent.
Meanwhile, Asus has stronger momentum in other categories. Notably, the company reported a 26.1% revenue increase for 2025, driven largely by growth in its AI server business. As a result, the company appears more focused on scaling AI-related opportunities than fighting for smartphone market share.
