ASUS appears to be reassessing its long term position in the smartphone market, with recent comments from Chairman Jonney Shih suggesting that the company does not currently plan to launch new phone models in the future. According to translated remarks attributed to Shih, ASUS may be stepping back from active smartphone development, although no definitive confirmation has been given on a complete exit from the segment. The chairman acknowledged that discontinuing smartphones remains a possibility, signaling a broader strategic review rather than a short term pause tied to a single product cycle.
While uncertainty remains around the future of ASUS smartphones, the company has sought to reassure existing users that current devices will continue to receive software updates and warranty support. Shih emphasized that customers who already own ASUS phones will not be left unsupported, regardless of how the company’s hardware roadmap evolves. This commitment suggests that even if ASUS reduces or halts smartphone production, it intends to maintain its responsibilities toward its installed user base. Industry observers note that this approach mirrors strategies taken by other manufacturers that have previously scaled back hardware lines while preserving customer trust through ongoing updates and service coverage.
The chairman’s comments also point toward a possible redirection of resources into emerging technology areas, particularly those centered on artificial intelligence. Shih indicated that ASUS could increasingly focus on AI related initiatives, including robotics and smartglasses. This aligns with broader industry trends, where manufacturers are exploring intelligent hardware categories beyond traditional smartphones. AI driven devices, wearable displays, and robotics platforms are being viewed as areas with long term growth potential, especially as competition in the smartphone market intensifies and profit margins become more challenging to sustain.
Earlier reports had suggested that ASUS might skip smartphone launches in 2026, but Shih’s remarks indicate that the hiatus could extend beyond a single year. This has fueled speculation that ASUS may be preparing for a more fundamental shift in its consumer electronics strategy. The company has not yet shared detailed timelines or specific plans, and ASUS has been approached for additional clarification. Any further updates are expected to provide greater insight into whether the smartphone business will remain dormant or be formally phased out over time.
Despite the uncertainty around phones, ASUS has remained active across several other product categories. At CES earlier this month, the company showcased a range of innovations unrelated to smartphones, including dual screen laptops and gaming focused smartglasses. These announcements highlight ASUS’s continued investment in personal computing, gaming hardware, and experimental form factors. The presence of AI enhanced features across these products also reflects the direction hinted at by Shih, where intelligence driven experiences play a larger role in defining future devices.
ASUS has long maintained a diverse hardware portfolio spanning laptops, desktops, gaming accessories, networking equipment, and components. Analysts suggest that reducing focus on smartphones could allow the company to concentrate on segments where it holds stronger differentiation and brand recognition. The smartphone market remains highly competitive, dominated by a small number of global players with massive scale. For companies like ASUS, sustaining momentum in this space requires significant investment with uncertain returns.
For now, ASUS has stopped short of confirming a full withdrawal from smartphones, but the absence of upcoming models combined with leadership commentary indicates a meaningful strategic pivot may be underway. Whether smartphones return to the ASUS lineup at a later stage or quietly fade out remains to be seen. What is clear is that ASUS continues to position itself around innovation beyond phones, with AI driven hardware, computing, and immersive devices forming a growing part of its future identity.
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