ASUS Exits Smartphone Market: Shifting Focus to AI Robotics and Smart Glasses

In a landmark announcement during its 2026 launch event, ASUS CEO Jonney Shih confirmed the company's withdrawal from the smartphone industry. ASUS will not release any new mobile devices in 2026, marking the end of its Zenfone and ROG Phone lineups. The strategic pivot aims to reallocate resources toward high-growth sectors, specifically AI-driven robotics and Smart Glasses.

The decision reflects the harsh realities of a saturated smartphone market, where ASUS struggled to compete against dominant players like Samsung, Apple, and Chinese giants. Despite the innovative cooling and performance of its ROG gaming phones, limited software support and high price points hampered long-term sustainability. Moving forward, ASUS intends to redefine its consumer electronics legacy by focusing on the burgeoning field of Spatial Computing and AI.