It's now officially official: Asus is claiming out of the smartphone market. Asus rumours had previously pointed to no subsequent phones arriving this year, and now the company has made its stance official. Asus is done making its own smartphones, according to the company’s chairman, Jonney Shih, who made an appearance at a ZenFone 6 launch event in Taipei. A special event was held on May 22 where Shih announced that new Asus-branded phones are no longer being developed and resources used for phone development will be moved elsewhere towards commercial computing and AI-based technologies.
Asus Officially Ends Smartphone Production
Speaking at a gala event in the Taipei Nangang Exhibition Centre, Jonney Shih said Asus had no plans for any new smartphone announcements. Its research and development activities will now focus on:
- Commercial PCs
- AI servers
- Physical AI products such as robotics and smart glasses
Despite exiting the smartphone segment, Asus confirmed it will continue to provide:
- Software updates
- Maintenance support
- Warranty services for its existing smartphone customers.
Financial Performance in 2025
Shih also revealed Asus’ financial results for 2025, highlighting strong growth driven by its AI-related business.
Metric | Figure |
2025 Revenue | TWD 738.91 billion ($23.4 billion) |
Year-on-year growth | 26% increase |
AI server business growth | 100% (double its target) |
It was the AI server segment that had a large impact on overall performance, and this helped to underpin the company’s move over to more enterprise- and infrastructure-looking products.
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Decline of Asus Smartphones
Asus has slowly backed away from the smartphone space in recent years. The Zenfone range narrowed, and there was a greater lag in ROG Phone releases. Only two smartphones were launched by Asus In 2025:
- ROG Phone 9 FE
- Zenfone 12 Ultra
The two models reportedly suffered poor sales and led to the company's decision to leave the smartphone industry entirely.