Will Asus ever release new phones again?
Asus will take an “indefinite wait-and-see” approach, according to translated reports.
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Tech / Mobile
Asus Halts Smartphone Production, Pivots to AI
Asus is putting its smartphone business on hold indefinitely, according to recent announcements. The company plans to shift its focus towards AI-driven products, including robotics and smart glasses. This move signals a significant change i...
Key Insights
- Asus Chairman Jonney Shih confirmed the company will not release new smartphone models in the future.
- The company will continue to support existing smartphones with software updates and warranty assistance.
- Asus plans to redeploy its smartphone research and development teams to work on AI projects.
- The decision comes as the smartphone market matures and competition from Chinese OEMs increases.
- Asus saw a 26.1 percent increase in revenue for 2025, thanks to its AI server business, influencing the shift in focus.
In-Depth Analysis
Asus's exit from the smartphone market is part of a broader trend of OEMs struggling to compete in a saturated market. With longer upgrade cycles and increased competition, particularly from Chinese manufacturers, maintaining profitability in the smartphone business has become increasingly difficult.
The company's Zenfone line, known for being smaller and cheaper, struggled with software support. The ROG Phone line, popular among gamers, faced high prices compared to competitors like Samsung and Apple.
Asus's shift to AI reflects the growing importance of this sector. By focusing on AI projects like robots and smart glasses, Asus aims to leverage its expertise in hardware and software to capitalize on new opportunities.
**How to Prepare:**
- **Consumers:** Explore alternative smartphone brands and models that meet your needs.
- **Investors:** Monitor Asus's performance in the AI sector and assess the potential for growth.
**Who This Affects Most:**
- Smartphone enthusiasts who appreciated Asus's unique designs and features.
- Gamers who relied on the ROG Phone line for high-performance mobile gaming.
FAQ
What will happen to my existing Asus phone?
Asus will continue to provide software updates and warranty assistance for existing devices.
What AI products will Asus focus on?
Asus plans to focus on AI projects like robots and smart glasses.
Takeaways
- Asus is exiting the smartphone market to focus on AI.
- Existing Asus phone owners will continue to receive support.
- The smartphone market is becoming increasingly competitive.
- AI is a key area of growth for Asus.
Discussion
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Sources
Disclaimer
This article was compiled by Yanuki using publicly available data and trending information. The content may summarize or reference third-party sources that have not been independently verified. While we aim to provide timely and accurate insights, the information presented may be incomplete or outdated.
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