The tech giant's exit from the smartphone business marks the end of an era forASUS ROG and Zenfone, which were quite popular among gamers and camera enthusiasts.
Known for its sturdy and powerful gaming phones such as ASUS ROG and Zenfone, Taiwanese tech giant ASUS has decided to shut down its smartphone business and will no longer manufacture smartphones.
A rumour recently surfaced online suggesting the same, but the company’s top official has now confirmed the news. Let us take a look at what ASUS has revealed regarding its exit from the smartphone business and what it means for existing ASUS smartphone users.
According to ASUS Chairman Jonney Shih, the tech giant is not planning to launch any new smartphones. Instead, the company will prioritise commercial PCs and physical AI, including robotics and smart glasses.
However, existing ASUS smartphone users need not be disappointed, as the company has confirmed that it will continue to provide software updates, maintenance, and warranty support, according to a report by Mashdigi.
While the exact reason behind the shift from smartphones to AI remains unclear, it could be part of ASUS’ broader strategic transformation. The chairman also mentioned that the supply chain is facing significant challenges, with memory shortages and rising prices putting pressure on non-AI products.
During a special gala event at the Taipei Nangang Exhibition Center, the top executive revealed that the company reported total revenue of NT$738.91 billion (around Rs 2.12 lakh crore) for the year, marking a 26.1 percent year-on-year growth driven by its AI business.
With this announcement, the once-loved phones from the brand, including the ASUS ROG and Zenfone smartphone lineups, are coming to an end. Notably, ASUS smartphones have built a strong reputation in the gaming and camera-focused segments.
Frequently asked questions (FAQs)
Is ASUS shutting down its phone business?
Yes, ASUS will no longer manufacture new smartphones.
Are ASUS ROG phones and Zenfone discontinued?
Yes, ASUS will not launch any other ASUS ROG phones and Zenfone lineups.
Will the brand still support existing phones?
Yes, ASUS will continue to provide support for existing smartphone users.
At marvelof.com, we spotlight the latest trends and products to keep you informed and inspired. Our coverage is editorial, not an endorsement to purchase. If you choose to shop through links in this article, whether on Amazon, Flipkart, or Myntra, marvelof.com may earn a small commission at no extra cost to you.
