Asus has officially confirmed it's halting its smartphone division, focusing instead on AI tech like robots and smart glasses. No new Zenfones or ROG Phones will be released for now.
Asus confirms smartphone hiatus
Focus shifts to AI products
No new models in 2026
Support for existing devices continues
ROG Phone 9 Pro starts at $1,200
Market for gaming phones is small
Trends show consumers upgrading less
Asus is stepping back from the smartphone market indefinitely, shifting its focus to emerging tech like artificial intelligence. The chairperson, Jonney Shih, made this announcement during a company event in Taiwan.
Shift in Company Strategy
At the 2026 kickoff event, Shih announced Asus would stop developing new mobile phone models. This decision follows earlier reports hinting at a pullback.
This strategy change shows Asus’s intent to direct resources towards innovative AI-driven products, suggesting a significant shift from their mobile strategy.
AI products prioritized
Smart glasses in development
Current Any Updates and Models
Asus’s existing smartphones will still receive updates, but their track record hasn’t been stellar. The premium ROG Phone 9 Pro, priced at $1,200, is only guaranteed two operating system updates and five years of security patches.
The Zenfone line, known for being smaller and cheaper, faced stiff competition due to Asus’s slow update policies.
Updates continuing for existing devices
ROG Phones pricey vs. competitors
Market Trends and Future Outlook
The decision comes at a time when many smartphone makers are scaling back. Asus isn’t the first to exit this space—similar move by other original equipment manufacturers (OEMs) has been unfolding for years.
The market for distinctive gaming phones is tiny, and the trend shows people are buying new phones less often, making Asus’s decision plausible.
Luca Fischer is a senior technology journalist with more than twelve years of professional experience specializing in artificial intelligence, cybersecurity, and consumer electronics. L. Fischer earned his M.S. in Computer Science from Columbia University in 2011, where he developed a strong foundation in data science and network security before transitioning into tech media.
Throughout his career, Luca has been recognized for his clear, analytical approach to explaining complex technologies. His in-depth articles explore how AI innovations, privacy frameworks, and next-generation devices impact both industry and society.
Luca’s work has appeared across leading digital publications, where he delivers detailed reviews, investigative reports, and feature analyses on major players such as Google, Microsoft, Nvidia, AMD, Intel, OpenAI, Anthropic, and Perplexity AI.
Beyond writing, he mentors young journalists entering the AI-tech field and advocates for transparent, ethical technology communication. His goal is to make the future of technology understandable and responsible for everyone.
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