The End of Zenfone and ROG Phone as We Know It
It is a bittersweet day for the Malaysian tech community and smartphone enthusiasts worldwide. We have confirmed that Asus is planning a massive exit from the smartphone market, marking the end of one of the most unique legacies in mobile hardware. For years, Asus has been a breath of fresh air with its compact Zenfone flagship and the undisputed king of mobile gaming, the ROG Phone series.
However, the tide has turned. The company is now shifting its entire R&D focus toward the burgeoning fields of Artificial Intelligence (AI) and robotics. While this move might seem sudden, it reflects a broader industry trend where legacy PC manufacturers are streamlining their portfolios to chase the next big wave of computing innovation.
Why Asus is Hanging Up the Phone
Malaysian gamers have long favored the ROG Phone for its overkill specs and AirTriggers, but the global smartphone market has become increasingly saturated and dominated by a few major players. By exiting the mobile space, Asus can reallocate its massive engineering talent to develop AI-driven hardware and advanced robotics—areas where they believe they can secure a more dominant, long-term market share.
This isn’t just a minor shuffle; it’s a complete pivot. We expect the engineering teams that once worked on liquid cooling for mobile chips and camera optimization to be integrated into Asus’s new AI division. For us in Malaysia, this means the current generation of Asus devices will likely be the last ones to grace our retail shelves at Plaza Low Yat or DirectD.
What Happens to Your Current Asus Devices?
If you are currently rocking an ROG Phone 9 or a Zenfone, do not panic just yet. While Asus is exiting the manufacturing and development of *new* models, they are expected to maintain their existing warranty commitments and software support cycles for a period. However, the frequency of major Android OS updates might eventually slow down as the company moves its resources elsewhere.
The departure of Asus leaves a significant void in the gaming phone niche. While brands like Nubia or Black Shark might try to fill the gap, the polished ecosystem and ‘Republic of Gamers’ branding will be sorely missed by those of us who take mobile esports seriously.
Looking Ahead: The AI Future
Asus isn’t disappearing; they are evolving. By focusing on AI and robotics, they are positioning themselves to compete in the next decade of tech. We might soon see Asus-branded autonomous systems or AI-integrated PCs that far exceed the capabilities of current hardware. It is a bold, risky move, but in an industry that moves this fast, staying still is often the greatest risk of all.