Taipei, Jan 20, 2026, 19:03 (GMT+8)
- Asus chairman Jonney Shih announced the company will no longer introduce new smartphone models
- The company is pivoting its phone R&D to focus on “physical AI” devices like robots and smart glasses
- Support for current phone users will continue, though how long the pause will last remains uncertain
Asustek Computer Inc’s Asus brand is halting the launch of new smartphone models, redirecting its phone development efforts to AI-centric hardware, chairman Jonney Shih revealed at a Taipei event. 1
The shift leaves two niche Android lines — Zenfone and the gaming-focused ROG Phone — hanging in uncertainty. Android, Google’s mobile OS, powers most devices outside of Apple’s ecosystem.
This matters now as the smartphone market has consolidated around a handful of major players, with hardware companies shifting focus to AI devices that fall outside the typical phone upgrade cycle.
Shih told reporters the company is entering an “indefinite observation” phase for the smartphone market and said Asus “will no longer add new mobile phone models in the future,” according to a translation of his remarks. 2
He added that Asus plans to “continue to take care of the brand’s mobile phone users,” with current phones still receiving software updates and warranty support, according to Engadget. 3
Asus is shifting engineers and funding toward commercial PCs and what it dubs “physical AI” — AI built into hardware like robots, rather than just software running in data centers. The company’s lineup includes projects like “AI robot & robotics” and “AI glasses,” 9to5Google reported. 4
The pullback casts doubt over the future of the Zenfone and Republic of Gamers, or ROG, Phone lines, both targeting mobile gamers and power users in the packed Android market.
In the gaming phone arena, brands like Nubia’s RedMagic might carve out some space, even as Apple and Samsung continue to lead mainstream demand. 5
Asus hasn’t provided a clear timeline, and Shih hasn’t dismissed the idea of coming back. Yet, a lengthy pause could quietly turn into an exit if teams and suppliers shift their focus elsewhere.
PCMag suggested this move could push Asus out of Android phones entirely, though the chairman hinted at a possible return if market conditions shift. 6
Ars Technica labeled Asus’s smartphone division as entering an “indefinite hiatus,” highlighting just how much the company is stepping away from a segment that never became a key growth driver. 7
