ASUS has announced a significant shift in its business strategy, indicating that it will not release any new smartphones this year. Chairman Jonney Shih recently stated that the company is reassessing its direction in the mobile market, which may include a complete exit from smartphone production. While Shih did not specify whether ASUS will cease all smartphone operations, he acknowledged that this possibility cannot be ruled out.
Despite this potential withdrawal from the smartphone segment, ASUS will continue to support its existing devices. Customers can expect ongoing software updates and warranty assistance for their current phones. This commitment ensures that users will still receive necessary support even as the company pivots its focus.
Future Plans Centered on AI and Innovative Technology
Shih hinted that ASUS plans to explore new avenues in technology, particularly in artificial intelligence and related fields. The company may invest in projects involving robotics and smartglasses, signaling a strategic move towards cutting-edge innovations. This shift aligns with broader trends in the tech industry, where companies are increasingly prioritizing AI capabilities and smart devices.
Previous reports suggested that ASUS would not introduce new smartphones in 2026. However, Shih’s recent comments imply that the hiatus from mobile devices could extend beyond this timeframe. With the global smartphone market becoming increasingly competitive, ASUS appears to be recalibrating its focus on sectors that promise greater growth potential.
Highlights from CES and Beyond
At the start of the month, ASUS showcased various exciting products at the Consumer Electronics Show (CES). The company’s offerings included innovative dual-screen laptops and advanced gaming smartglasses, underscoring its commitment to diversifying its product lineup. If ASUS ultimately decides to exit the smartphone market, it is clear that it will continue to provide a range of other technology solutions to consumers.
As the company embarks on this transformative journey, many will be watching closely to see how its strategies evolve. ASUS’s decision may reflect broader industry shifts, as technology firms adapt to changing consumer demands and competitive landscapes. As of now, ASUS has not provided further comments regarding its future plans or the potential impact on its smartphone division. Updates will be shared as more information becomes available.
