Asus smartphones will no longer be part of the tech landscape.

Chairman Jonney Shih made the announcement at an event in Taipei, indicating a strategic shift towards commercial PCs and “physical AI” devices.

A report from Taiwanese site Inside hints at a potential temporary measure, but the future of the ROG Phone and Zenfone ranges remains uncertain.

Current owners of recent Asus phones need not worry as the company pledges to support its mobile users with software updates for compatible devices.

This commitment extends to devices like the ROG Phone 9 Pro and the Zenfone 12 Ultra, which launched in November 2024 and February 2025 respectively.

The writing was on the wall

The decision by Asus to exit the smartphone market doesn’t come as a shock to industry observers.

Despite their efforts, the ROG Phone and Zenfone series struggled to make a mark in the fiercely competitive Android phone arena.

Asus’ negligible presence in StatCounter’s global market share report, where it falls under the ‘Other’ category, indicates a market share even lower than Google’s 1.94%.

A recent prediction aligning with Asus’ departure underscores the challenges faced by the brand in the smartphone realm.

While the loss of competition may raise concerns in the smartphone market, the innovative features introduced by ROG Phones may leave a void.

Henry Burrell / Foundry

Considering the global RAM scarcity and environmental concerns linked to smartphone production, a reduction in manufacturers like Asus may have positive implications.

Asus remains a prominent player in the PC market, ensuring the legacy of the ROG brand in that sector. The company is also eager to expand its AI hardware portfolio, with a focus on robotics and smart eyewear.

Seeking a new smartphone alternative that’s readily accessible? Explore our recommendations for the top smartphones currently available.