Tech giant Asus will no longer produce smartphones in the future. Yes, you read that right. The company is stepping back from the smartphone market and is now set to shift its primary focus to AI projects and smart glasses. The brand has already confirmed this development globally, offering a clear picture of its future product roadmap and priorities.
Here’s What Top Official Says About Asus Smartphones
According to a report by The Verge, Asus chairman Jonney Shih has revealed that the company will stop making smartphones altogether. The report further states that Asus has officially put an end to its Zenfone and ROG Phone lineups. For those wondering about the fate of existing devices and customers, the company has clarified that it will not abandon its users and will continue to provide software updates and customer support for current Asus smartphones.
This decision comes at a time when the tech industry—especially the smartphone segment—is witnessing rapid growth across markets. However, Asus appears to be playing it safe by distancing itself from intense competition. The company is now shifting its major focus towards ‘Physical AI’ projects, which include investments in robotics and smart glasses.
Reports suggest that Asus’s AI server division managed to double its revenue in 2025, contributing significantly to the company’s overall earnings with healthy profit margins.
Asus Smartphones Lineup
Meanwhile, since it entered the smartphone market, Asus has received an overwhelmingly positive response from consumers. The flagship Zenfone series remained a strong contender for years, thanks to its cutting-edge technology, smooth user experience, advanced cameras, and reliable battery life. Even in the Indian market, Asus smartphones carved out a niche and attracted a loyal user base. However, as technology continued to evolve and competition intensified, the brand struggled to keep pace, eventually deciding to step away from the battlefield.
