According to reports from TechCrunch and Android Authority, Asus is significantly scaling back or potentially exiting the traditional smartphone market, as the company shifts its focus toward AI-integrated wearable devices and high-end PC hardware.
The move reportedly affects both of Asus’ smartphone lineups, including the Zenfone and ROG Phone series. While Asus has not officially announced a complete shutdown of its phone business, company executives have indicated that no new smartphone models are currently planned, signaling a major strategic pause.
Industry sources suggest that Asus’ smartphone division has struggled to achieve meaningful global market share in an increasingly competitive Android landscape. As a result, the company is reallocating resources to areas where it already has a strong presence and sees better long-term growth.
Going forward, Asus is expected to prioritize AI-powered wearable technology, including smart glasses that integrate artificial intelligence into everyday use cases. At the same time, the company will continue to expand its portfolio of premium laptops, desktops, gaming PCs, and AI-focused enterprise hardware, segments where Asus remains one of the leading players.
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