In a move that has sent shockwaves through the tech community, Asus is preparing to exit the smartphone market. We’ve learned that the Taiwanese tech giant is planning a massive strategic pivot, shifting its R&D resources away from mobile hardware to double down on Artificial Intelligence (AI) and robotics.
The End of Zenfone and ROG Phone?
For years, Asus has carved out a dedicated niche in the mobile world. The Zenfone series remained one of the few choices for fans of compact flagship phones, while the ROG Phone practically defined the gaming smartphone category. However, as the global market becomes increasingly saturated, it appears Asus has decided that the future lies in silicon intelligence rather than handheld screens.
This shift isn’t just a minor restructuring. We understand that the engineering talent previously responsible for pushing the boundaries of mobile cooling and high-refresh-rate displays is being reassigned to develop next-generation AI solutions and robotic systems. This aligns with the broader industry trend where legacy hardware manufacturers are racing to become AI-first companies.
What This Means for Malaysia
For us in Malaysia, this news hits particularly hard. The ROG Phone has always enjoyed a massive following among local mobile gamers and esports enthusiasts. From the packed launch events at Mid Valley to the thriving community of mobile legends players who swear by the AirTriggers, Asus has been a staple of the local gaming scene.
While existing users will likely continue to receive software support for the immediate future, the prospect of no ROG Phone 10 or future Zenfone iterations marks the end of an era. If you’ve been eyeing the latest ROG Phone 9, this might be your last chance to own a piece of mobile gaming history before the brand transitions fully into its new identity.
A Future Built on AI and Robotics
Asus isn’t disappearing; it’s evolving. By focusing on robotics and AI, the company is looking to secure its place in the next industrial revolution. We expect to see Asus-branded AI servers, smart home automation, and perhaps even consumer-grade robotics leveraging their expertise in hardware thermal management and high-performance computing.
While we are sad to see the mobile division go, the prospect of Asus bringing its “In Search of Incredible” philosophy to the world of robotics is an exciting one. Stay tuned as we continue to track how this transition will impact local warranties and future product availability in Malaysia.