Asus Exits Smartphone Market, Shifts Focus to PCs and AI

Asus has confirmed it will exit smartphone manufacturing, ending future handset production while continuing support for existing devices. The company will refocus investment on commercial PCs, robotics, and physical AI, reflecting sustained margin pressure in the global phone market.

Key takeaways

• They will no longer develop or launch new smartphones
• Resources will be redirected toward commercial PCs, robotics, and smart glasses
• Existing Asus smartphones will continue to receive support for now
• The decision underlines increasing consolidation and exit risk among mid-tier handset brands

For IPT, IGT, and ICB members, this announcement is a reminder to review handset lifecycle exposure and aftersales obligations. Distributors and refurbishers holding Asus stock should assess long-term support timelines, resale values, and EOL planning, particularly where warranty, parts availability, or secondary market demand may be affected.

Read the full article on GSM Arena

New to IPT? Join verified buyers & suppliers to meet, talk and trade.