Abstract created by Sensible Solutions AI
In abstract:
- Tech Advisor reviews that Asus is exiting the smartphone market solely, discontinuing each its ROG Telephone and Zenfone strains after battling lower than 1.94% international market share.
- The corporate will shift focus to its profitable PC division the place the ROG model thrives and broaden into AI {hardware} growth as an alternative.
- Present Asus telephone customers will proceed receiving software program help, however this marks the definitive finish of modern gaming smartphones just like the ROG Telephone 7 Final.
The period of Asus smartphones is formally over.
Chairman Jonney Shih revealed the information throughout an occasion in Taipei, suggesting the agency will double down on business PCs and “bodily AI” merchandise as an alternative.
Taiwanese web site Inside, which reported on the announcement, recommended it could be a short lived transfer. However there’s each probability this might be the top for 2 high-profile smartphone strains: the gamer-focused ROG Telephone and general-purpose Zenfone.
When you already personal a current Asus handset, don’t fear. Shih has confirmed that the corporate “will proceed to handle the model’s cellular customers”, together with by offering software program updates to gadgets that are nonetheless supported.
That features ROG Telephone 9 Professional, which made its debut in November 2024, and final February’s Zenfone 12 Extremely.
Asus
The writing was on the wall
The information of Asus’ smartphone exit received’t come as a shock to anybody who’s been following the trade.
Regardless of some bold strikes, the ROG Telephone and Zenfone strains have struggled to compete within the ultra-competitive Android telephone market.
It speaks volumes that Asus is bundled into the ‘Different’ class in StatCounter’s international market share chart, that means it seemingly accounts for a lot lower than even Google’s 1.94 %.
Certainly, a few weeks in the past, a report appropriately predicted Asus’ exit.
It might be argued that any lack of competitors is a nasty factor for the smartphone market, particularly when ROG Telephones genuinely pushed the boundaries of what’s doable.
Henry Burrell / Foundry
However with a worldwide RAM scarcity and real considerations concerning the smartphone trade’s affect on an already fragile surroundings, having one fewer producer may not be a nasty factor.
It’s not like Asus goes away, both. The corporate is among the main gamers in PCs, the place the ROG identify will reside on. It’s additionally very eager to develop its AI {hardware} providing, with robotics and good glasses each talked about by identify.
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