Asus Ends New Android Smartphone Development for AI

Asus, the Taiwanese technology company, has confirmed it will cease development of new Android smartphones, redirecting resources toward artificial intelligence initiatives. The announcement came from Chairman Jonney Shih during the company's 2025 Year-End Gala in Taipei on January 16, marking a significant pivot away from its Zenfone and ROG Phone lines.

Shih stated during a pre-event media interview that "Asus will no longer add new mobile phone models in the future." He emphasized that the company remains committed to supporting existing smartphone users, including ongoing software updates, maintenance, and warranty services. This assurance applies to current models such as the Zenfone 12 Ultra and ROG Phone 9 series, though availability has dwindled, with many out of stock in key markets like the United States.

The decision stems from Asus's assessment of the smartphone market's limited growth potential amid fierce competition. The Android ecosystem, which powers over 70 percent of global smartphones, is dominated by major players like Samsung and a host of Chinese manufacturers including OnePlus, Oppo, Honor, and Vivo. These brands offer feature-rich devices at competitive...