Asus chairman confirms pause on smartphone launches to focus on AI technology like smart glasses

As the AI revolution takes hold, companies are quickly shifting their priorities. Asus chairman Jonney Shih has confirmed rumors that the manufacturer will stop releasing new smartphones. Instead, it will chase profits in the lucrative AI sector by targeting robotics and smart glasses.

VideoCardz reported on recent comments from Shih, recorded by the Taiwanese Money UDN. At a year-end gala on January 16th, he revealed, “Asus will no longer add new mobile phone models in the future.” As a result, consumers may not see a new Zenfone or ROG Phone anytime soon. However, Shih committed to supporting existing models during the transition.

The chairman explained that “AI robot & robotics” and “AI glasses” are two areas the company will explore. When considering its financial report for 2025, the reason behind the change becomes obvious. Revenue increased by 26.1% compared to the previous year, but much of the growth was due to expanded AI server deployment.

Are smart glasses a gamble for Asus?

Asus never established smartphone dominance with its premium Zenfone or gaming-oriented alternatives. Smart glasses from Google and Apple have also struggled to find mainstream adoption. Even so, Shih may believe that advancements in AI technology will make the devices less of a niche product.

Inside TW anticipates that the company will evolve from the Qualcomm chips powering Asus smartphones. Buyers could see more of its laptops relying on Snapdragon X processors. Qualcomm’s Dragonwing platform will be essential to developing more autonomous robots.

Shih also addressed the memory shortage, admitting that current laptops and other products may become costlier. It plans to depend on “design thinking and supply chain collaboration” to minimize the impact of higher RAM prices. Asus already raised some MSRPs on notebooks and desktops. Still, it claims to have enough components on hand to delay other price hikes.