ASUS has just confirmed that it will be taking a leave from the smartphone market. This comes after a report earlier this month that it would not introduce smartphones this year.
ASUS Leaves Smartphone Market
ASUS Chairman Jonney Shih announced at the 2025 Year-end Gala special event at the Taipei Nangang Exhibition Center, saying, “ASUS will not add new mobile phone models in the future.” This confirms what could be an end to the unique Zenfone and the iconic gaming ROG Phone series.
That said, though, the company will still be keeping an eye on the smartphone market. Although it seems like a comeback soon is unlikely.
For its current users of the ROG Phone 9 series, like the ROG Phone 9 Pro Edition and previous devices, the company assured that it will still continue to “take care of brand mobile phone users.”
The company is reported to focus its resources, instead, on research and development on commercial PCs and physical AI.
ASUS has also noticeably slowed down with its smartphone launches in recent years. Last year alone, there was the ROG Phone 9 series with three devices and the Zenfone 12 Ultra. Locally, we haven’t seen the ZenFone since the ZenFone 8 series in 2021, which includes the ZenFone 8 Flip.
It seems like a true end to an era.
Sources 1, 2 | Featured Image
Ram found his love and appreciation for writing in 2015 having started in the gaming and esports sphere for GG Network. He would then transition to focus more on the world of tech which has also began his journey into learning more about this world. That said though, he still has the mentality of "as long as it works" for his personal gadgets.
