ASUS Exits Smartphone Market: No New ROG Phone or Zenfone Models Planned

• ASUS has confirmed it will no longer launch new smartphone models, signaling a quiet withdrawal from the mobile phone market.
• Chairman Jonney Shih announced the decision at an end-of-year gala in Taipei, confirming long-standing industry speculation.
• The move ends the ROG Phone series (gaming-focused) and the mainstream Zenfone range, with no future models planned.
• ASUS, though not a major vendor, built a loyal user base by targeting specific audiences with innovative features like physical shoulder triggers and compact flagships.
• The company will redirect its focus to AI-powered PCs, servers, robotics, and smart devices, leaving the smartphone market with less experimentation.

Why It Matters: ASUS is exiting the smartphone market, discontinuing ROG Phone and Zenfone lines to focus on AI-powered tech.