Khaberni - Jonney Shih, the Chairman of Taiwanese company Asus, said that his company has temporarily stopped producing smartphones, which represents an end to the "Zenfone" and "ROG Phone" series.
Shih added in statements to the Taiwanese site "Inside": "Asus will not add new models to its phone lineup in the future."
Nevertheless, he did not completely rule out the possibility of re-entering the smartphone market later, noting that the company will closely monitor the market for an indefinite period and will continue to pay attention to users of its branded phones, according to a report by "The Verge," a website specialized in technology news, seen by "Al Arabiya Business."
Asus branded smartphones have not achieved notable success since the launch of the extremely small Zenfone 10 in 2023, although the ROG Phone series was considered largely the gold standard for premium gaming phones.
In 2025, the company released only two phones, the large-sized Zenfone 12 Ultra, which was an ordinary phone, and the ROG Phone 9 FE.
It seems that the company believes that the smartphone market no longer offers the growth potential it needs, especially when compared to what artificial intelligence devices can offer.
As a result, the resources that were allocated for developing phones are being redirected towards other artificial intelligence devices such as personal computers and smart glasses.
