Another big name out of mobile market, now this company will not make smartphones, fans disappointed

A shocking news has come out from the world of technology. Taiwan’s famous tech company ASUS will no longer make new smartphones. Even though the company has not officially announced its ‘exit from the smartphone business’, Chairman Johnny Shih’s statement makes a lot clear. He said that ASUS will no longer add new mobile phone models in the future.

With this statement, it is believed that ASUS’s two popular smartphone series, ROG Phone and Zenfone, will no longer go ahead. ROG Phone 9 series was launched in October 2024 and Zenfone 12 Ultra in February 2025. Since then no information has been revealed regarding any new phone.

Asus may not have been as big a name in the smartphone market as Samsung or Apple, but it definitely had a distinct identity. Especially the ROG Phone series was very popular among mobile gamers. Features like shoulder triggers, powerful speakers, big battery and stable performance given in it were truly made for gaming. Later other companies also adopted such features, but ASUS was far ahead.

The Zenfone series was also known for its different thinking. Sometimes with flip cameras and sometimes with compact flagship phones, ASUS always tried something new. When other brands were making big phones, Zenfone brought small but powerful phones. However, later when Zenfone also moved towards bigger size, its special identity gradually started to fade away.

Options will be reduced
Asus’ withdrawal from the smartphone market is not only a loss for the company but also for the users. This will reduce options in the market and pressure on prices will reduce. Already smartphones are becoming expensive. Nothing’s CEO Carl Pei has also recently said that the prices of memory and components are increasing.

Although ASUS is not completely disappearing from the market. The company is now focusing its attention on AI-powered laptops, servers, robotics and smart devices. But ASUS’s silent departure from the smartphone world will definitely be missed by users who like innovation. Overall, the smartphone market has lost a brand that was not afraid to take risks and do something different.