ASUS Confirms Exit from Smartphone Expansion, Shifts Full Focus Toward AI Innovation
Rumors circulating over the past two weeks have now been officially confirmed. ASUS has announced that it will no longer expand its smartphone product lineup, marking a major shift in the company’s long term business strategy. The confirmation came directly from top management during a year end staff event held in Taipei, where ASUS Chairman Jonney Shih clearly stated that there will be no further expansion of the company’s smartphone portfolio.
This announcement signals more than a temporary delay or short term adjustment. ASUS will not be introducing new smartphone models or experimenting with additional mobile product lines beyond what already exists. Instead, the company is making a decisive strategic pivot, acknowledging that the smartphone market is no longer a primary growth driver for its future ambitions.
Despite this shift, current ASUS smartphone users have no reason for concern. Company executives emphasized that existing customers will continue to receive full after sales support and service. Software updates, repairs, and customer care will remain in place, even though the company will no longer aggressively pursue market share or push volume driven smartphone sales in highly competitive and low margin segments.
With smartphones taking a step back, ASUS is redirecting its focus toward artificial intelligence and robotics. The company plans to significantly increase investment in AI powered systems, including intelligent machinery, robotics, and edge computing devices designed to operate autonomously with minimal human intervention.
Looking further ahead, ASUS believes that future growth will come from what it describes as Physical AI, tangible AI driven products rather than traditional consumer smartphones. This direction includes AI servers, enterprise solutions, and integrated platforms that tightly combine advanced hardware with high level AI software capabilities.
In summary, ASUS is not completely abandoning its smartphone business, but it is no longer positioning mobile devices as a core revenue engine. Instead, the company’s flagship strategy now centers on AI as the foundation of its next chapter, setting the stage for new innovations that could redefine ASUS’s role in the global technology landscape.
