Asus is reportedly hanging up its phone-making hat, signaling the end of an era for the Taiwanese tech giant. In a statement to Taiwan's Inside magazine, Asus chairman Jonney Shih confirmed that the company will no longer be adding new mobile phone models in the future, effectively exiting the Android market.
Shih's declaration comes as a surprise to many, given Asus' significant presence in the premium smartphone space over the years. The Zenfone series has been a stalwart of mid-range and high-end offerings, while the ROG Phone line has consistently pushed the boundaries of gaming smartphones.
However, recent releases from Asus have been met with lukewarm reception. The Zenfone 12 Ultra, released in 2025, failed to generate much excitement, and the ROG Phone 9 FE, also a 2025 release, was only available outside of the US.
Asus's decision to discontinue its mobile phone line has left many wondering if the company will return to the market. Shih suggested that the company is entering an "indefinite observation" period, during which it will continue to care for its existing mobile phone users but won't be adding new models.
While this news may come as a disappointment to fans of Asus' smartphones, it's unclear how this move will impact the company's overall strategy. One thing is certain, however: the smartphone market has become increasingly crowded and competitive in recent years, with many manufacturers opting to focus on other areas such as PC hardware, laptops, or gaming consoles.
For now, it seems that Asus is choosing to step away from the rapidly evolving world of mobile devices, but it's possible that we may see a return in the future. As Shih himself noted, "we will continue to take care of the brand's mobile phone users." Only time will tell if this promise holds true or if Asus will remain forever silent on the smartphone front.
Shih's declaration comes as a surprise to many, given Asus' significant presence in the premium smartphone space over the years. The Zenfone series has been a stalwart of mid-range and high-end offerings, while the ROG Phone line has consistently pushed the boundaries of gaming smartphones.
However, recent releases from Asus have been met with lukewarm reception. The Zenfone 12 Ultra, released in 2025, failed to generate much excitement, and the ROG Phone 9 FE, also a 2025 release, was only available outside of the US.
Asus's decision to discontinue its mobile phone line has left many wondering if the company will return to the market. Shih suggested that the company is entering an "indefinite observation" period, during which it will continue to care for its existing mobile phone users but won't be adding new models.
While this news may come as a disappointment to fans of Asus' smartphones, it's unclear how this move will impact the company's overall strategy. One thing is certain, however: the smartphone market has become increasingly crowded and competitive in recent years, with many manufacturers opting to focus on other areas such as PC hardware, laptops, or gaming consoles.
For now, it seems that Asus is choosing to step away from the rapidly evolving world of mobile devices, but it's possible that we may see a return in the future. As Shih himself noted, "we will continue to take care of the brand's mobile phone users." Only time will tell if this promise holds true or if Asus will remain forever silent on the smartphone front.
I'm kinda surprised by this move, but not entirely shocked. Asus has always been a bit of an underdog in the high-end market, and their recent releases didn't exactly set the world on fire 
. Still, it's a shame to see them go, especially since they brought some unique features like cooling systems for gaming phones 
. Maybe this is a sign that Asus is focusing more on other areas, like PC hardware or laptops? That would be pretty interesting to see. But on the other hand, if they do come back into the market, it'll probably be with even more innovative stuff 
.
. But at the same time, I've noticed that their recent releases haven't exactly set the world on fire 
. It's like they're trying to pivot or something? Anyway, I hope they stick to what they do best – making awesome PC hardware 
and laptops 
. Maybe this is just a strategic move to conserve resources and focus on other areas where they can dominate 
. Only time will tell if we'll see Asus back in the mobile game 
... but I'm sure their fans are gonna be kept happy with top-notch PC stuff 
.
I mean, I love Asus' Zenfone series and ROG Phone line, they're always pushing the limits of what a phone can do. But at the same time, it's not surprising, the smartphone market is getting super saturated and everyone's just trying to focus on something else, like gaming consoles or laptops.
But it's still gonna be sad for all the fans out there who are used to seeing new Asus phones. Maybe we'll see them come back in the future, but until then, I guess I'll just have to wait and see what they do next 
The market is super crowded already, so you'd think someone would've picked them off by now 
. But, at the same time, I can kinda understand why they'd wanna step back... it's a crazy industry and phones are getting more complicated by the minute 
Only Asus knows for sure...
idk if i'm sad or relieved tbh 
it's like they're acknowledging that maybe, just maybe, smartphones aren't as cool as gaming laptops 
It's been a staple in my daily life for ages, and to think it might be a thing of the past is just weird. At the same time, I get it - the market's just gotten so saturated with all these new players trying to cut in. It's like, can't we just focus on something else for once? 
. They've always been known for their awesome gaming phones and mid-range flagships 
? But now it's just...bye 
.
. I'm kinda curious to see if they'll come back though 
. Maybe after a few years of PC gaming or laptop makin' 
...I mean, what's the point of even havin' a brand if you're not gonna make new stuff? 
for takin' care of existing users 
. But now we just have to wait and see what happens next 
. I mean, I love me some ROG Phone gaming power, but it feels like they're not innovating as much as they could be these days.
. Maybe Asus will come back to the game when they're ready, and that would be awesome 
i get it though, they gotta pivot and focus on other areas like PC hardware and gaming consoles 
but at the same time, it's def sad for all us Asus fans who love their Zenfone and ROG Phone series 
still keep fingers crossed that they might make a comeback tho 
. Will they just sit out for a while and chill? Or will they surprise us with a new product line? We'll just have to wait and see 
!
their phones just aren't selling as well as they used to, and it makes sense that they're pulling out of the market 
maybe shih is being realistic about it all? still gonna miss the zenfone series tho 
. The thing is, when do we see them back in the game? 
. I guess Asus is just choosing to focus on more profitable areas like PC hardware and gaming consoles