Asus Ends Production of ROG Phone & Zenfone Smartphones

The era of Asus smartphones has come to an end.

Chairman Jonney Shih announced the decision during an event in Taipei, indicating a shift towards commercial PCs and “physical AI” products.

While some speculate this move may be temporary, it could mark the end of the popular ROG Phone and Zenfone series.

Current Asus phone owners will continue to receive software updates, including models like the ROG Phone 9 Pro and Zenfone 12 Ultra.

The signs were there

The news of Asus’ smartphone exit doesn’t come as a surprise given the challenges faced by the ROG Phone and Zenfone series.

Asus’ minimal presence in the global market share highlights the struggle to compete with other Android phone manufacturers.

Recent reports accurately predicted Asus’ departure from the smartphone industry.

While the loss of competition is concerning, the innovative features of ROG Phones will be missed.

Henry Burrell / Foundry

Despite concerns about the environment and RAM shortages, the reduction in smartphone manufacturers may have a positive impact.

Asus will continue to excel in the PC market while exploring opportunities in AI hardware, including robotics and smart glasses.

For those in search of a new available handset, check out our recommendations for the top smartphones on the market.