ASUS to stop launching new smartphones as company goes all in on AI
ASUS chairman Jonney Shih says the company will stop adding new smartphone models and move R&D toward commercial PCs and “physical AI” devices such as robotics and smart glasses.
Shih made the comments around ASUS’s 2025 year-end banquet on January 16, 2026, in Taipei (pictured above). In a pre-event interview, Shih said “ASUS will no longer add new mobile phone models in the future,” a statement that puts the Zenfone and ROG Phone lines in doubt. Shih also said ASUS will keep supporting existing phone users, which aligns with earlier reporting that ASUS planned no new models in 2026 while continuing warranties and software support.
The same event also carried ASUS’s “all in AI” message. ASUS Chairman described a push that spans commercial PCs and what the company calls physical AI, with focus areas that include AI robots and robotics plus AI glasses.
On the business side, Shih pointed to 2025 revenue up 26% year over year. ASUS’s server business and sales team passed NT$100 billion in revenue ahead of schedule, with server revenue said to have grown more than 100% year over year in Q3 2025 and to have reached about 20% of total revenue in that quarter.
XA GB721-E2 (GB300) Source: ASUS
ASUS has been building out its AI server lineup around NVIDIA’s latest platforms. The company previously said AI POD systems based on NVIDIA GB300 NVL72 and servers based on NVIDIA HGX B300 began shipping (pictured above), putting ASUS for the current AI server upgrade cycle.
Shih also flagged supply-chain pressure from memory shortages and higher memory pricing, saying price increases can affect non-AI products. Taiwanese media have separately reported PC vendors, including ASUS, weighing price adjustments tied to memory costs.
ASUS has already confirmed a price increase for its products in early January in a letter to its partners. The company asked us to take that post down, which we refused to do.
