ASUS Exits Smartphone Market: ROG Phone, Zenfone Series Discontinued

• ASUS Chairman Jonney Shih confirmed the company will no longer launch new mobile phone models, effectively ending the ROG Phone and Zenfone series.
• The decision was announced at an end-of-year gala in Taipei on January 16, confirming industry suspicions.
• ASUS was known for its unique approach, with ROG Phones catering to mobile gamers and Zenfones offering compact flagships and experimental features like flip cameras.
• The departure reduces consumer choice and competitive pressure in the smartphone market, potentially leading to higher prices.
• ASUS will now focus on AI-powered PCs, servers, robotics, and smart devices, but its exit marks the loss of an innovative smartphone brand.

Why It Matters: ASUS officially discontinues its smartphone lines, including ROG Phone and Zenfone, to focus on AI and other tech.