Asus really pulls back from Android phones, but something new is brewing

Earlier this month, rumors swirled that Asus might leave the smartphone business. Now, the company has finally made it official.

Asus confirms no new phones, but leaves the door slightly ajar

According to a new report (translated source), at a recent event in Taiwan, Asus chairman Jonney Shih confirmed that the company has no plans to release new smartphones in the foreseeable future.

That’s a firm answer for Zenfone and ROG fans, though Shih hinted this might not be a permanent goodbye. He stopped short of saying whether Asus could return to Android phones down the line, keeping a small sliver of possibility alive.

For current owners, Asus promises continued support. Maintenance, software updates, and warranty coverage for existing devices aren’t going anywhere. So, while no new models are coming, your current phone won’t be abandoned just yet.

The reasoning behind this shift seems clear, too: Asus wants to focus more on AI. The company sees limited growth in smartphones compared to emerging opportunities in AI-powered hardware, including PCs and smart glasses. Development resources that once went into phones are now being redirected toward these areas.

The brutal reality of competing in the Android arena

Even with strong brand recognition, Asus faces a crowded Android market. Unlike iOS, Android is shared by dozens of companies worldwide. Over 70% of global users rely on Android devices, meaning there’s intense competition at every price point.

To stand out, a brand needs something unique. Competing with giants like Samsung is already a challenge, and Chinese brands like OnePlus, Oppo, Honor, and vivo are all moving quickly, flooding the market with feature-packed phones.

The Zenfone 12 Ultra and ROG Phone 9 were solid offerings, but solid isn’t enough in today’s flagship space. Their cameras lag behind other $1,000+ devices, and only offering two years of Android updates feels outdated.

So, after all, in a market where consumers demand cutting-edge hardware and long-term support, stepping back might be Asus’ smartest move.

Gamers and fans left with fewer options

I really had hoped this would be a short pause – maybe a year or two to prepare a truly standout release. But it appears Asus is stepping away for the long term. ROG phones leaving the scene is especially notable, as it opens up space in the gaming phone niche. Competitors like Redmagic now have a chance to attract more gamers, while Asus shifts its focus to new tech ventures.

For fans, it’s a bittersweet moment. The brand has been reliable for hardware enthusiasts, but yeah, now the spotlight turns elsewhere. Asus is betting that AI and other emerging tech can offer more growth than smartphones ever will. And we will be here to see if this is true.