The End of the Road for Zenfone and ROG Phone
It is a bittersweet day for the Malaysian tech community and smartphone enthusiasts worldwide. After years of pushing the boundaries of mobile gaming and compact flagship design, Asus has decided to officially exit the smartphone market. This move marks the end of an era for iconic lineups like the Zenfone and the ROG Phone series.
I have been tracking the shifts within the company’s internal structure for some time, and it has become clear that the Taiwanese giant is ready to turn the page. Instead of battling it out in the increasingly saturated and low-margin smartphone arena, Asus is reallocating its massive R&D resources toward the next frontier: Artificial Intelligence (AI) and Robotics.
Why Now? The Strategic Pivot
While the ROG Phone 9 Pro was a masterclass in mobile engineering, the reality of the global market—and specifically the competitive landscape here in Malaysia—has changed. With consumers holding onto their devices longer and the dominance of a few major players, Asus has identified that its long-term growth lies in its core DNA: high-performance computing.
By shifting focus to AI and robotics, Asus is positioning itself to be a leader in the industrial and consumer automation sectors. We are likely to see the engineering brilliance that gave us the AirTriggers and GameCool systems being applied to smart robotics and advanced AI servers.
What This Means for Malaysian Users
For those of you currently rocking an Asus device, don’t panic just yet. While hardware production is winding down, the immediate priority will likely shift to software maintenance for existing users. However, for the hardcore mobile gamers at Sunway Pyramid or Mid Valley who swear by the ROG Phone’s cooling tech, the search for a new champion begins.
This exit leaves a significant void in the “compact flagship” market, a niche the Zenfone filled perfectly for those tired of giant screens. It remains to be seen if another brand will step up to fill that gap, or if we are truly entering an age of homogenized smartphone design.
Looking Ahead
Asus isn’t going away; they are simply evolving. Their dominance in the PC market remains unshaken, and their recent forays into AI-driven hardware suggest that the “In Search of Incredible” motto is simply moving to a different category. While we will miss the thrill of a new ROG Phone launch, the prospect of an Asus-powered AI future is equally exciting.