Highlights:
- ASUS chairman confirms no new smartphone models in 2026
- Zenfone and ROG Phone series will not see updates this year
- Company shifts focus to AI servers, smart glasses, and robotics
- Snapdragon X series adoption expected in laptops and robots
- Sujit Ram says ASUS is betting big on AI as the next growth engine
ASUS Officially Confirms Smartphone Pause
ASUS has officially announced that it will not release any new smartphones in 2026. This confirmation came directly from Chairman Johnny Seae during a gala event on January 16th, where he admitted that earlier rumors about halting smartphone launches were true.
This means that popular series like Zenfone and ROG Phone will not see new models this year. However, ASUS emphasized that it will continue to support existing devices, reassuring users that they will not be abandoned.
Focus Shifts Toward AI
The decision reflects ASUS’s growing interest in the AI business, which has become a major driver of revenue. In 2025, the company reported a 26.1% year‑on‑year sales increase, largely fueled by its AI server division.
Chairman Seae highlighted AI robotics and AI smart glasses as priority areas for future development. ASUS believes these technologies could replace smartphones as the next big growth engine.
Smart Glasses as the Next Big Bet
ASUS has struggled to dominate the smartphone market despite its niche focus on high‑end Zenfone models and gaming‑oriented ROG Phones. Instead, the company is now exploring smart glasses, a field where giants like Google and Apple are also experimenting.
While smart glasses have not yet reached mainstream adoption, advances in AI could make them more practical and appealing. ASUS hopes to carve out a strong position in this emerging market.
Snapdragon Expansion and Robotics
ASUS is also expected to expand its use of Qualcomm’s Snapdragon X series in laptops, leveraging its long‑standing partnership with Qualcomm. Reports suggest that Qualcomm’s Dragonwing platform will play a key role in ASUS’s development of autonomous robots.
This move signals a broader diversification strategy, with ASUS stepping into robotics alongside AI‑powered devices.
Rising Memory Prices a Concern
Chairman Seae also addressed the rising costs of RAM and NAND flash memory. He acknowledged that these increases could push up notebook PC prices but assured that ASUS is working to minimize the impact through supply chain adjustments.
Some products have already seen price revisions, but the company aims to avoid significant hikes by optimizing existing materials.
Expert View
According to tech blogger Sujit Ram, ASUS’s decision marks a turning point. “By pausing smartphone launches and focusing on AI, ASUS is betting on future technologies like smart glasses and robotics. This could redefine its role in the tech industry,” he explains.
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