ASUS Chairman Jonney Shih has confirmed that the company will stop producing new smartphones. The manufacturer is moving into a strategic phase of “indefinite observation” regarding the mobile market.
The company plans to redirect its engineering and financial resources toward the development of commercial PCs and AI-driven hardware, specifically mentioning smart glasses and robots.
ASUS had been active in the mobile space with its Zenfone line since 2014 and the gaming-focused ROG Phone series since 2018. The recently released Zenfone 12 Ultra and ROG Phone 9 FE will be the final models for the foreseeable future, though the company has promised to maintain support for existing devices.