Asus Confirms Exit from Gaming Phone Market
Asus Confirms Exit from Gaming Phone Market
Asus has officially confirmed that it will no longer develop new smartphone models, marking the end of the ROG Phone series and the company’s presence in the mobile gaming phone segment.
According to a report by Inside, it was made by Asus Chairman Jonney Shih during the company’s year-end gala. He stated that Asus will shift its long-term strategy toward artificial intelligence, robotics, and “Physical AI” technologies.
“Asus will no longer add new mobile phone models in the future,” Shih said during the event.
The decision confirms months of speculation surrounding the future of the ROG Phone lineup, which has been a staple in the mobile gaming hardware market since its debut.
Why the Exit?
According to Shih, the move is driven by a combination of market conditions and strategic realignment.
Asus reported TWD 738.91 billion (approximately $23.4 billion) in revenue for 2025, with its AI server business exceeding internal growth targets. The company has since prioritized reallocating engineering and R&D resources toward AI-focused initiatives.
Shih also cited rising DRAM and NAND memory prices, which have increased production costs across consumer electronics. For performance-focused devices like the ROG Phone, maintaining flagship-level specifications has become less commercially viable.
In addition, competition from mainstream smartphones has narrowed the performance gap. Flagship devices from Samsung and Apple now offer gaming performance close to dedicated gaming phones, reducing the appeal of niche, gamer-focused hardware at premium price points.
Impact on the Gaming Phone Market
Asus’ exit further reshapes the mobile gaming phone landscape. Several manufacturers that previously competed in the segment—including Lenovo Legion and Black Shark—have already withdrawn, leaving RedMagic as one of the few remaining dedicated gaming phone brands.
Asus, meanwhile, has redirected its gaming hardware efforts toward handheld PCs such as the ROG Ally, which aligns more closely with its broader PC ecosystem.
What This Means for Existing ROG Phone Users
Asus stated that it will continue to provide software updates, warranty coverage, and customer support for existing ROG Phone models, including the ROG Phone 8 and 9 series. However, no future smartphone releases are planned.
The discontinuation of the ROG Phone marks a significant moment for mobile gaming hardware, particularly in esports ecosystems that once relied on gaming-centric smartphones. With fewer brands investing in the category, competitive mobile gaming may increasingly depend on standard flagship devices—or shift further toward handheld PCs.
As Asus pivots toward a different direction, the future of dedicated gaming phones remains uncertain. The move raised questions about whether the segment can sustain itself without one of its most recognizable brands.