The End of the Road for Zenfone and ROG Phone?
It is a bittersweet day for the Malaysian tech community and smartphone enthusiasts worldwide. We have seen signs of a shift for some time, but the reality is finally setting in: Asus is preparing to exit the smartphone market. This move marks the conclusion of a decade-long journey that gave us some of the most innovative, compact, and powerful mobile devices ever made.
In a strategic pivot that highlights the changing tides of the global tech landscape, the company is redirecting its massive R&D resources away from mobile hardware. Instead, the focus will shift entirely toward high-growth sectors: Artificial Intelligence (AI), PC hardware, and robotics. While this makes sense from a corporate profitability standpoint, it leaves a significant void in the enthusiast smartphone space.
A Shift Toward the Future: AI and Robotics
The decision to quit the mobile race isn’t just about declining sales; it’s about where the next big frontier lies. We’ve noticed Asus becoming increasingly aggressive in the AI PC segment recently, and it appears they are doubling down. By moving their engineering talent from the mobile division to AI and robotics, they are positioning themselves to lead the next generation of computing.
For us in Malaysia, this is particularly impactful. The ROG Phone series has long been the gold standard for local mobile gamers, frequently seen at e-sports tournaments across the country. Similarly, the Zenfone series was one of the few remaining options for those who preferred a powerful yet compact flagship that could easily fit in a pocket while navigating a busy pasar malam.
What Happens to Existing Users?
If you recently picked up an Asus device, don’t panic just yet. While hardware production is slated to wind down, we expect the brand to maintain its software support and warranty obligations for current models. However, the dream of a Zenfone 13 or an ROG Phone 10 is effectively over.
This exit serves as a reminder of how brutal the smartphone industry has become. Even with top-tier hardware, competing against the sheer marketing might of mainstream giants is an uphill battle. Asus has chosen to play in a field where they already hold a dominant position—the PC market—while investing in the automated future.
Final Thoughts
As we say goodbye to Asus smartphones, we have to appreciate the risks they took. They gave us flip cameras, dedicated gaming triggers, and the best compact flagships in an era of giant screens. While we look forward to their innovations in AI and robotics, the mobile world will definitely feel a little less exciting without them.