It was reported around two weeks ago that Asus will not launch new smartphones this year. That speculation has now gained clarity after fresh comments from the company’s top leadership, outlining what lies ahead for its phone business and where priorities are shifting.
Asus confirms no expansion in smartphone product lines
At Asus’ year-end employee gathering held at the Taipei Nangang Exhibition Centre, chairman Jonney Shih confirmed that the company will not expand its smartphone product lines. He stated that Asus will not add new phone models or introduce additional product categories within its phone portfolio. This effectively signals a pause on aggressive smartphone growth rather than a short-term delay.
Shih also clarified that existing smartphone customers will continue to be supported. Asus plans to maintain after-sales services and commitments to users who already own Asus smartphones. The focus, however, will not be on scaling volumes or entering new segments within the smartphone market, which has become increasingly competitive and margin driven.
Strategic shift towards AI-driven hardware and robotics
With smartphone expansion off the agenda, Asus is redirecting its attention towards artificial intelligence-driven hardware. The company plans to invest more heavily in AI-centric systems, including intelligent machines, robotics, and edge computing devices capable of operating with minimal human intervention.
Asus believes long-term growth will come from building what it describes as physical AI products rather than relying on consumer smartphone sales. This includes AI servers, enterprise-grade systems, and integrated platforms that combine hardware design with advanced AI software.
For smartphones, the shift means continuity without growth. Asus phones will remain supported, but they are no longer positioned as a primary growth engine as the company pivots towards an AI-first future.
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