Jonney Shih, one of the directors of ASUS in Taiwan, confirmed that we won’t see new cell phones from the brand anytime soon, as the company bets everything on AI. Shih reportedly said that “ASUS will no longer launch new cell phone models in the future”, indicating that the company may have given up on the segment altogether.
In the first week of 2026, we had a leak of a communication from ASUS with its partners, indicating that we would not see new Zenfone or ROG Phone this year. The company, however, highlighted that products already launched will continue to receive support for the foreseeable future.
In his speech, Shih reiterated the promise to maintain support for smartphones, but wanted to highlight that ASUS will go “all in” in the commercial PC segment and what the company calls “physical AI”. This means technology-focused products such as robotics and feature-driven smart glasses.
ASUS grows in the professional segment
The company’s positioning, obviously, has its reasons. The director highlights that ASUS had a 26% growth in its income for 2025, with the server segment exceeding 100 billion Taiwan dollars before what they projected.
According to the company, server revenue more than doubled in Q3 2025, reaching 20% of ASUS’ total revenue for the period.
All this growth has been accelerated by the AI hype, increasing demand for products that the company sells in the segment. AI POD systems based on NVIDIA’s GB300 and HGX B300 GPUs have started shipping to ASUS customers.
Memory crisis makes companies focus even more on AI
Shih also highlighted that the price crisis in memory components, caused by excessive demand for the creation of AI products, precisely fuels the segment even further. Price increases should affect non-AI lines more, making it more attractive to maintain a focus on technology.
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It is worth remembering that ASUS already started increasing the prices of several of its domestic lines in the first week of January.
Via: VideoCardz
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Source: https://www.adrenaline.com.br/asus/diretor-da-asus-confirma-parada-em-celulares-e-all-in-em-ia/
