Confirmed ASUS is moving away from phones

Title ASUS Exits Phones Understanding the Shift to 'Physical AI'

In a sudden move that sent ripples throughout the tech community, ASUS Chairman Jonney Shih confirmed the company's decision to abandon its smartphone business. This development means fans of the ROG Phone series and Zenfone lineup will have to wait for further updates on new releases.

But what lies behind this drastic change? According to Shih, ASUS is pivoting towards Physical AI – a novel realm of innovation that integrates artificial intelligence with physical products to create a seamless user experience. This shift has significant implications for the tech industry as a whole.

So, what does this mean for you?

The End of an Era Goodbye ROG Phones and Zenfones

The news sent shockwaves through the tech community, leaving fans of ASUS's popular ROG Phone series and Zenfone lineup wondering about the future. The last we heard, the ROG Phone 9 was still in production, but it seems that won't be happening anytime soon.

The Vision Behind the Shift Physical AI Explained

According to Shih, ASUS is abandoning its smartphone business to focus on developing Physical AI – a new category of products that combine AI with physical devices. The goal is to create a more intuitive and seamless user experience by integrating AI-driven features into everyday objects.

What's Next for ASUS? Commercial PCs and Smart Glasses

As ASUS moves away from smartphones, the company will be focusing on its commercial PC business, which includes laptops and desktops. Additionally, ASUS has announced plans to expand its smart glasses offerings, including the ROG XREAL R1, which combines AI-driven features with augmented reality capabilities.

The Implications for Human Rights Advocates

As technology continues to evolve at an unprecedented rate, it's essential that we consider the impact on human rights advocates. In 2026 and beyond, we can expect to see more innovative solutions that leverage AI and physical products to drive positive change.

In conclusion, ASUS's decision to exit the smartphone market marks a significant turning point for the tech industry. As we look to the future, it's clear that Physical AI will play a critical role in shaping our world. Whether you're a tech enthusiast or simply looking for ways to make a difference, staying ahead of the curve is crucial.

Key Takeaways

• ASUS is abandoning its smartphone business to focus on Physical AI


• The company will be shifting resources towards commercial PCs and smart glasses


• The implications for human rights advocates in 2026 and beyond are critical

In philosophical and literary contexts, quiddity refers to the essence or inherent nature of something. In this context, quiddity can be applied to ASUS's decision to exit the smartphone market – the company is seeking to redefine its purpose and find its new essence in the realm of Physical AI.

Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.