26.01.2026 15:00
In the early days of the month, claims emerged that Asus would not introduce a new smartphone throughout 2026, and with recent statements, it has become clear that the company has decided to withdraw from the smartphone market. Chairman Jonney Shih announced that the company would redirect its resources to areas such as artificial intelligence (AI), robotic systems, smart glasses, and enterprise computer solutions in the upcoming period.
The Taiwan-based technology company Asus announced that it will not introduce a new smartphone model in 2026 and has halted its mobile market activities. Jonney Shih, the Chairman of the Board of Directors, officially confirmed in a message at a special event held at the Taipei Nangang Exhibition Center that no new products will be developed for smartphone series such as Zenfone and ROG Phone.
According to Shih's statement, Asus describes this decision in the smartphone market as a "long-term strategic transformation" and will redirect the company's resources to areas such as artificial intelligence (AI), robotic systems, smart glasses, and enterprise computer solutions in the upcoming period.
PULLING OUT OF THE MOBILE MARKET, A COMPLETE EXIT?
While company officials stated that the production of new models has been halted, there are evaluations in the international technology press regarding whether Asus will completely exit the mobile market, as they did not use a clear expression on this matter. Some sources consider this step as merely an "uncertain pause," while different analyses indicate it signals a complete withdrawal from the mobile business.
Factors such as intense competition in the consumer electronics market, rising production costs, and the limited impact of Asus's phones in the market have influenced the company's strategic decision.
SUPPORT FOR EXISTING DEVICES WILL CONTINUE
Asus also emphasized that maintenance, software updates, and warranty services for current smartphone owners will continue uninterrupted. This situation is seen as a step towards maintaining user trust.
WHAT WILL BE THE IMPACTS IN THE INDUSTRY?
The Zenfone and ROG Phone series were known as models that have been in the Android market for years; the fact that these two lines will no longer be updated with new models has led to comments that Asus has largely ended its presence in the mobile market.