Confirmed: Asus is exiting the smartphone market

Asus Exits Smartphone Arena: A New Direction for the Tech Giant

The tech world is buzzing with the official confirmation that Asus, a brand long associated with innovative mobile devices, is stepping away from the smartphone market. This significant shift follows earlier reports suggesting a halt in new Asus phone launches for the current year.

The announcement coincides with positive financial news for Asus. The company reported a substantial revenue of TWD 738.91 billion (approximately $23.4 billion) for 2025, marking a remarkable 26% increase over the previous year. A standout performer in this growth was Asus's AI server business, which experienced an impressive 100% growth, effectively doubling its ambitious targets.

In recent times, Asus had visibly scaled back its smartphone operations. The Zenfone series saw a reduced output, and the highly anticipated ROG Phone releases became less frequent. The brand's 2025 lineup consisted of just two devices: the ROG Phone 9 FE and the Zenfone 12 Ultra. Unfortunately, neither of these models achieved significant commercial success, signaling a challenging period for their mobile division. This strategic pivot away from smartphones allows Asus to redirect its resources and expertise towards more promising ventures, particularly its booming AI server segment. Source