ASUS Confirms It Will Stop Making Smartphones, And Focus On AI Hardware

By Mehtab Ansari • Updated On Jan 19, 2026

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TL; DR

ASUS has confirmed it will not develop any new smartphones starting in 2026.
Existing Zenfone and ROG Phone users will continue to receive after-sales support.
The company is reallocating resources toward AI-focused products like robots, smart glasses, and commercial PCs.

ASUS has confirmed that it will no longer develop new smartphone models from 2026 onward, marking a clear exit from the mobile phone market. The decision was confirmed by Chairman Jonney Shih during a company event in Taipei on January 16, 2026.

Speaking at ASUS’s year-end gala, Shih said the company “will no longer add new smartphone models in the future.” While ASUS plans to continue after-sales service and support for existing users, no successors are planned for either the Zenfone or ROG Phone lineups beyond their most recent releases.

ASUS has struggled to scale its smartphone business in a market dominated by companies with larger ecosystems and stronger pricing power. Despite critical recognition for compact Zenfone models and performance-focused ROG Phones, the segment did not deliver consistent profitability.

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Shih pointed to wider structural changes affecting the industry, including rising component costs and pressure from the AI demand for memory and silicon. These changes, combined with intense competition in consumer smartphones, led ASUS to redirect investment toward areas it sees as “more sustainable”.

Going forward, ASUS plans to focus on what it describes as “physical AI,” including robotics, smart glasses, AI-integrated hardware, and commercial computing products. The company has already seen strong growth in its AI server business and intends to build on that momentum across enterprise and industrial segments.

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Mehtab Ansari

Mehtab Ansari is the Assistant Editor – Features & Reviews at Smartprix, where he writes about smartphones, laptops, audio gear, and everything in between. A computer science student by degree but a tech nerd by heart, he’s been into consumer tech for years and started reviewing products professionally in February 2024. He’s especially into photography and audio, often spending more time testing a smartphone’s camera than he probably should. For him, tech isn’t just work, it’s what he’s always thinking about.

Expertise

Smartphones, laptops, tablets, monitors, smartwatches, photography, and audio gear. I’ve reviewed over 60 products across these categories on Smartprix in the past year and a half.

Education - Bachelor of Computer Applications – Nizam College, Hyderabad (2022–2025) | Joined Smartprix -February 2024 | Published Reviews & Stories - 723

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