Asus Stops Mobile Expansion, Shifts Focus to AI and Robotics

JAKARTA - Asus has confirmed that it will not expand its smartphone product line and has begun shifting its strategic focus to artificial intelligence-based devices and robotics. This certainty clarifies the speculation that emerged two weeks ago regarding the absence of Asus' new mobile phone launch this year.

This certainty was conveyed directly by Asus Chairman, Jonney Shih, during the end-of-year employee meeting held at the Taipei Nangang Exhibition Center. Shih emphasized that Asus would not add new mobile phone models nor introduce additional product categories in the smartphone segment.

"We will not expand the mobile phone product line," said Shih. The statement suggests that Asus' decision is not just a temporary delay, but a strategic move to stop aggressive growth in an increasingly tight and margin-oriented smartphone market.

Even so, Asus reiterated its commitment to existing users. Shih ensured that after-sales support, repair services, and obligations to Asus mobile phone owners would continue. However, smartphones are no longer positioned as the company's main growth engine.

Instead, Asus turned its attention to the development of artificial intelligence-based hardware. The company plans to increase investment in AI systems, including intelligent machines, robotics, and edge computing devices that can operate with minimal human intervention.

Asus assesses that long-term growth will come from what it calls physical AI products, not from consumer mobile phone sales. This focus includes AI servers, enterprise-class systems, and integrated platforms that combine hardware design with advanced AI software.

This change in direction puts Asus' mobile business in a position of survival without expansion. Products such as the ZenFone series will continue to be supported, but will no longer be the center of the company's strategy.

Asus' move reflects the wider technology industry dynamic, where the mobile phone competition is getting denser and profits are getting thinner. On the other hand, AI and robotics are seen as the next growth fields. In short, Asus seems to choose to build the brains and hands of the future machines, rather than continue to fight in the pockets of consumers.