In a move that has sent shockwaves through the local tech community, it appears the sun is setting on Asus’ journey in the smartphone industry. We have gathered that the Taiwanese giant is preparing to exit the smartphone market entirely, marking the end of some of the most innovative mobile hardware we have seen in recent years.
A Shift Toward the Future: AI and Robotics
The decision comes as Asus looks to realign its Research and Development (R&D) resources. Instead of fighting for a slice of the increasingly saturated mobile pie, the company is pivoting its focus toward high-growth sectors: Artificial Intelligence and Robotics. While Asus has always been a powerhouse in the PC and motherboard space, this strategic shift suggests that they see their future in intelligent systems rather than handheld devices.
This news is particularly bitter for power users and gamers here in Malaysia. The ROG Phone series has long been the gold standard for mobile gaming in our local esports scene, while the compact Zenfone series remained one of the few choices for those who prefer a powerful phone that actually fits in one hand.
What Happens to the ROG Phone and Zenfone?
With R&D resources being moved away, the future of upcoming iterations for the Zenfone and ROG Phone series looks bleak. For many Malaysian gamers, the ROG Phone wasn’t just a device; it was an ecosystem of cooling fans, controllers, and high-refresh-rate displays that dominated mobile tournaments from Kuala Lumpur to Johor Bahru.
While existing users will likely continue to receive software support for the immediate future, the hardware roadmap is effectively reaching a dead end. This leaves a massive vacuum in the gaming phone segment, likely to be filled by brands like RedMagic or Black Shark, though neither quite carries the same brand prestige that Asus built over the years.
The TechSlack Perspective
Is this the right move? From a business standpoint, the margins in the smartphone world are razor-thin unless you are at the very top. By doubling down on AI and robotics, Asus is positioning itself for the next decade of computing. However, as enthusiasts, it is sad to see a brand that wasn’t afraid to be “weird”—remember the Flip Camera?—leave the arena.
As we see more brands consolidate their efforts, the smartphone market risks becoming a little less exciting. For now, if you’ve been eyeing that ROG Phone 9, you might want to grab it while stocks last, as it could very well be a collector’s item in the making.