ASUS reportedly temporarily will cease the launch of new mobile phones as it redirects research and development resources toward commercial computers and artificial intelligence, Chairman Jonney Shih said on Friday, January 16, 2026.
Speaking in an interview at the Taipei Nangang Exhibition Center, Shih confirmed the strategic shift. This represents a major change for the Taiwanese tech giant known for its enthusiast-grade Zenfone and ROG gaming devices.
The company said it aims to fully pivot toward what Shih described as “Physical AI,” to capture demand driven by the Fourth Industrial Revolution.
According to Shih, the company’s R&D efforts will now focus on five core areas:
- Commercial PCs for enterprise use.
- AI Servers to support growing computational demands.
- Robotics and Intelligent Machines.
- Smart Glasses through strategic collaborations.
The move signals ASUS’s intent to exit the highly saturated consumer handset market in favor of enterprise infrastructure and next-generation hardware integration.
Despite the freeze on new mobile hardware, ASUS sought to reassure existing customers that support would not be cut off.
The company confirmed that owners of current flagship models, including the Zenfone 12 Ultra and the ROG Phone 9 series, will continue to receive software updates, security patches, and warranty services. After-sales support and parts availability remain unchanged for existing devices.
Source: inside.com.tw
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