At the start of the year, reports emerged suggesting that Asus would not release new smartphones this year. These predictions were confirmed following recent comments from the company’s top executives, outlining plans for its phone business and shifting priorities. At Asus’s annual staff meeting, held at the Nangang Exhibition Center in Taipei, Chairman Jonney Shih confirmed that the company would not be expanding its smartphone lineup. He stated that Asus would not add new phone models or introduce new product categories to its phone portfolio.
Shih also clarified that existing customers already using Asus smartphones would continue to receive support. Asus plans to maintain after-sales service and commitments for users already owning Asus smartphones. However, the focus will not be on boosting sales volumes or entering new segments of the increasingly competitive and profit-driven smartphone market.
As the expansion of smartphone production takes a back seat, Asus is redirecting its attention to AI-driven hardware. Reports indicate that the company plans to invest more in AI-focused systems, including intelligent machines, robotics, and edge computing devices capable of operating with minimal human intervention.
This shift towards AI hardware reflects a strategic move to capitalize on the rising demand for advanced technology solutions, offering potential for higher profitability and innovation. With the integration of deep learning algorithms and robotics, Asus is positioning itself for competitive leadership in this rapidly evolving sector, likely to benefit from increased market interest and investment in AI equipment and intelligent automation technologies.
