ASUS Ends Smartphone Production After 23 Years, Shifts Focus to AI and Innovation

ASUS, a Taiwanese tech giant, has officially announced the end of its smartphone production after 23 years. The decision was confirmed by ASUS Chairman Jonney Shih during the company's recent event in Taiwan. Shih revealed that ASUS will place its smartphone production on indefinite hiatus, with no new releases expected beyond 2026. The move to end the ZenFone and ROG Phone lines comes as ASUS plans to shift its focus towards artificial intelligence and other innovative products like robots and smart glasses. ASUS has struggled to compete with major smartphone brands like Apple, Samsung, and Google, particularly in terms of software updates and long-term support.

Despite the discontinuation of smartphone production, existing ASUS smartphones will continue to receive updates, although support levels have historically lagged behind industry leaders. In Nigeria, ASUS smartphones have not been a major hit except among tech enthusiasts, with the market dominated by Chinese companies like Transsion Group, which manufactures popular brands like Tecno, Infinix, and Itel. The Nigerian Communications Commission (NCC) reported an increase in approved phone models in the country, with Transsion Group holding the largest share of approvals.