Sarah had been using the same Asus ROG Phone for three years, and she wasn’t planning to upgrade anytime soon. The gaming-focused device still crushed every mobile game she threw at it, from Call of Duty Mobile to Genshin Impact. But when she went online last week to check out the rumored ROG Phone 9, she found nothing but silence.
That’s because there won’t be a ROG Phone 9. Or a Zenfone 12. Or any other Asus smartphone, ever again.
The Taiwanese tech giant has officially pulled the plug on its entire smartphone division, marking the end of a chapter that gave us some of the most unique and powerful mobile devices in recent memory. But here’s the twist – they’re not giving up on technology. They’re doubling down on something much bigger: artificial intelligence.
The End of an Era for Asus Smartphones
During an internal company meeting that will go down in tech history, Asus president Jonney Shih delivered news that sent shockwaves through the mobile gaming community. No more Zenfones. No more ROG Phones. The company that once pushed the boundaries of what smartphones could do is walking away from the market entirely.
This wasn’t a sudden decision. Industry insiders had been whispering about Asus smartphones facing an uncertain future when the company’s 2026 phone roadmap mysteriously disappeared from internal planning documents. Those whispers have now become reality.
“Asus made the smart business decision to focus on where they can actually win,” says tech analyst Marcus Chen. “The smartphone market is brutal, and even great products can get lost in the noise.”
The numbers tell the story. Despite producing genuinely innovative devices, Asus smartphones never captured more than 2.8% of the global market. In a world dominated by Apple, Samsung, and Chinese brands offering incredible value, even the most passionate fanbase couldn’t sustain a profitable business.
What Made Asus Smartphones Special
Before we say goodbye, let’s remember what made these devices unique. Asus smartphones weren’t trying to be everything to everyone – they had personality.
The Zenfone series stood out in a world of oversized flagship phones by offering compact powerhouses with clean Android experiences. While other brands loaded their phones with bloatware, Asus kept things simple and fast.
But it was the ROG Phone lineup that really showcased what Asus could do when they stopped playing it safe:
- Vapor chamber cooling systems that actually worked
- Gaming-focused features like ultrasonic buttons and customizable RGB lighting
- Accessories that turned phones into handheld gaming consoles
- Raw performance that often outpaced more expensive flagships
- Battery life that could handle hours of intensive gaming
| Phone Series | Key Features | Target Audience |
|---|---|---|
| Zenfone | Compact design, clean Android, strong cameras | Mainstream users wanting simplicity |
| ROG Phone | Gaming optimization, cooling systems, accessories | Mobile gamers and power users |
“The ROG Phone series proved that smartphones could be more than just communication tools,” explains mobile technology journalist Lisa Rodriguez. “They showed what happened when you designed for a specific use case instead of trying to please everyone.”
Why AI Makes More Sense Than Smartphones
Here’s where the story gets interesting. Asus isn’t retreating from innovation – they’re repositioning for the next big wave. The company sees artificial intelligence as a much better bet than continuing to fight for smartphone scraps.
Think about it from their perspective. Asus already dominates in gaming laptops, motherboards, and PC components. They understand high-performance hardware better than almost anyone. Those skills translate perfectly to AI infrastructure.
The smartphone business requires massive marketing budgets, razor-thin margins, and constant pressure to match features with Samsung and Apple. The AI hardware market? It’s growing explosively, margins are better, and Asus can leverage their existing expertise.
“Moving from smartphones to AI hardware is like a chess player switching from playing defense to going on the attack,” notes technology strategist David Park. “Asus is playing to their strengths instead of fighting uphill battles.”
The company is already redirecting resources toward several AI-focused areas:
- AI-optimized servers and data center hardware
- Gaming laptops with dedicated AI processing capabilities
- Smart home devices powered by machine learning
- Robotics platforms for both consumer and business markets
- Edge computing solutions for real-time AI applications
What This Means for Consumers and the Industry
If you’re currently using an Asus smartphone, don’t panic. The company will continue providing software updates and support for existing devices through their normal lifecycle. Your ROG Phone isn’t going to stop working overnight.
However, when it’s time to upgrade, you’ll need to look elsewhere. Samsung’s Galaxy S series offers similar performance, while gaming phones from brands like Red Magic and Black Shark are trying to fill the ROG Phone void.
For the broader smartphone industry, losing Asus removes one of the few companies willing to take real risks. The Zenfone and ROG Phone lines pushed boundaries in different ways, and their absence might make the overall market a bit more predictable – and boring.
The mobile gaming community feels this loss most acutely. ROG Phones weren’t just powerful – they were designed specifically for gamers by people who understood gaming. That level of specialization is rare and hard to replace.
“We’re losing one of the few brands that wasn’t afraid to be different,” says gaming influencer Alex Thompson. “Most phones today feel like variations on the same theme. ROG Phones actually stood out.”
For AI enthusiasts and professionals, though, this shift could be exciting news. Asus bringing their hardware expertise to AI infrastructure might accelerate innovation in areas like gaming AI, creative tools, and smart home technology.
The company’s pivot also reflects broader industry trends. Traditional hardware companies are scrambling to position themselves for the AI revolution, and Asus is making one of the boldest moves yet by completely abandoning an established product line.
As we watch Asus smartphones AI transition unfold, one thing becomes clear: this isn’t just about one company changing direction. It’s a sign of how quickly the technology landscape is shifting toward artificial intelligence as the next major growth driver.
FAQs
Will Asus continue supporting existing smartphones?
Yes, Asus will provide software updates and customer support for current devices through their normal lifecycle, typically 2-3 years from purchase date.
What will happen to ROG Phone gaming accessories?
Existing accessories will continue working with current ROG Phones, but no new gaming accessories are planned for future development.
Is Asus completely leaving the mobile market?
Asus is exiting smartphones specifically, but may continue developing other mobile-related hardware like tablets or AI-powered mobile devices in the future.
Which brand should ROG Phone users consider next?
Gaming-focused alternatives include Red Magic phones, Black Shark devices, and Samsung’s Galaxy S series with Game Mode optimization.
When did Asus make this decision official?
The decision was announced during an internal company meeting where president Jonney Shih confirmed no future smartphone development would occur.
Will this affect Asus laptop and PC products?
No, this decision only impacts smartphones. Asus will continue developing and expanding their laptop, motherboard, and PC component businesses alongside their new AI focus.
