It’s sad to see ASUS go, they are quite underrated, and fun
After LG, another smartphone brand bites the dust. This time, it’s ASUS. We’re honestly surprised to see ASUS give up first before HTC, knowing they barely have any shares in the market, even lower than ASUS. With that, only Lenovo, with their sub-brand Motorola, is left standing as the only PC manufacturer to still make smartphones, as Acer disappeared way before the pandemic. Apple does not count.
ASUS Chairman Johney Shih, confirmed in a special event gala, that the brand will not be making any new smartphones this year. Instead, the brand is focusing on robotics and AI. Wait wait, before you raise your pitchforks, do note that by “AI” they mean robotics and smart glasses. Put them down.
With that said, so long their current lineup is still selling, and Android is still supporting it, the brand is committed to provide maintenance, software updates, and warranty services.
Shih also highlighted in the same event that ASUS as a whole reached revenues worth TWD 738.91 billion (~USD 23.4 billion) in 2025, which is a 25% increase from 2024. As for their AI sector, the brand reached double their target.
In 2025, ASUS only launched two phones. The flagship Zenfone 12 Ultra and the ROG Phone 9 FE. Neither these devices sold well, and it appears that gaming phones are coming to an end, with the market slowly shifting to portable PCs like the ROG Ally, Valve Steam Deck, and Lenovo Legion Go.
With ASUS eliminated, the winner of the gaming phone race is ZTE’s Redmagic series. These phones are selling particularly well due to its tight-knit community, unhinged social media posts, and well-balanced features.
Source: Inside Taiwan (In Taiwanese), GSMArena
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