Asus Ends Its Phone Line After Two Decades as Taiwan’s Brands Shift Toward AI Hardware

Highlights

Asus (華碩) phone stock at major retailers has sold out, and chain stores say they will not replenish it. The remaining Zenfone 11 Ultra and Zenfone 12 Ultra units were the last products in a phone business that Asus said it would gradually leave, with no successor models planned for either Zenfone or ROG Phone. Asus has made phones since 2003, but is redirecting resources toward AI. HTC (宏達電) is also placing its phone business on the back burner while it develops other products, including AI glasses. Both Taiwanese brands are shifting attention from phones to AI hardware, although neither company’s statements amount to identical plans for the future.

Sentiment Analysis

• The article’s overall tone is mixed but leans negative regarding the outlook for Taiwan’s established phone businesses. The sellout of Asus’s last retail inventory and the absence of planned successor models signal a clear end to its current phone lineup.
• For existing Asus owners and prospective buyers, the account is cautious: discounted prices may be attractive, but shortened software support, limited parts, and uncertainty around repairs and warranties are identified as risks. The article encourages readers to check the terms with retailers before purchasing.
• HTC’s decision to put phone development temporarily in the background reinforces the sense of retreat, though the company has not ruled out reconsidering phones if a technological breakthrough emerges. Its VIVE Eagle AI glasses offer a more positive business development.
• The shift toward AI hardware is presented as a strategic redirection rather than a guaranteed success. Sentiment: mixed, with a subdued outlook for smartphones and cautious interest in AI devices.

Article Text

Asus smartphones have become difficult to find in Taiwan’s retail market. Retailers report that the last stock held by major outlets has sold, while chain stores say they do not plan to order more. Anyone still looking for an Asus phone may have to search for isolated remaining units or consider the secondhand market. The situation marks the end of a long-running product effort for one of Taiwan’s best-known technology companies.

The final inventory included the Zenfone 11 Ultra and Zenfone 12 Ultra. By mid-October, both models were close to selling out, with only single-digit quantities of some versions available. ROG Phone stock had already run out during the first half of the year. Retailers contacted again on October 27 reported that the remaining inventory was entirely sold. Asus said earlier this year that it would gradually withdraw from the phone market and would not release successor models for either the ROG Phone or Zenfone lines. Once the last units are gone, there will be no new models in those product families.

Asus’s involvement in phones dates back to 2003, making its experience in the sector longer than two decades. Although its sales did not consistently place it among the leading manufacturers, several devices attracted attention for their distinctive designs. The PadFone could be placed into a tablet dock to provide a larger screen. The Zenfone 6 featured a camera module that flipped around to face forward for selfies. While many manufacturers emphasized large displays, the Zenfone 10 instead appealed to people seeking a phone suited to one-handed use. The ROG Phone family focused on mobile gaming and placed particular emphasis on cooling.

For customers who already own an Asus phone, chairman Jonney Shih (施崇棠) said on January 16, before the company’s year-end celebration, that Asus would continue to support existing phone users. He also said the company would not add new models and would appropriately reallocate resources toward AI, which he described as having greater strategic value. The company’s public position therefore distinguishes ongoing care for current customers from continued development of new handsets.

Prices on the last available models may appeal to buyers. In September, the Zenfone 11 Ultra received a further price reduction of 2,000 New Taiwan dollars, bringing its retail price to 16,990 New Taiwan dollars and its cumulative decline to 43%. The Zenfone 12 Ultra, introduced in February 2025 and regarded as Asus’s final flagship phone, was priced at 23,990 New Taiwan dollars in mid-October. These figures describe the prices reported at the time, rather than a guarantee of current availability or pricing.

Retailer Jeisheng Communication cautioned that buying an older flagship at a low price can involve three less visible risks: a shorter remaining software-upgrade period, limited availability of original parts, and uncertainty about repairs and warranty service. Buyers are therefore advised to ask the seller about support conditions before making a decision. A low purchase price does not remove the practical uncertainties that can arise when a product line has ended.

HTC, meanwhile, has described its phone business as temporarily taking a secondary role. Senior vice president Huang Chao-ying (黃昭穎) made the remarks in September at the launch event for VIVE Eagle. He said that, after the development of smartphones to date, it has become difficult to identify new breakthroughs in phone innovation. However, he left open the possibility that HTC could reassess phone development if a new technological advance appears.

HTC’s most recent new phone was the HTC U24 pro, released in June 2024. The article reports that more than two years have passed without a new handset. The U24 pro is nearing the end of its sales period, and chain retailers say only double-digit quantities remain, with stock potentially selling out before the end of the year. By contrast, revenue from the VIVE Eagle AI glasses, introduced in 2025, has already exceeded phone revenue this year.

Asus is also directing its attention toward AI hardware. Shih described the company’s approach as going all in on AI, extending beyond personal computers to include various physical AI devices. He said some products involve commercially sensitive information and would be discussed at an appropriate time. Taken together, the companies’ moves show two major Taiwanese phone brands shifting resources away from conventional smartphones and toward AI-related hardware, while leaving different degrees of possibility for future phone activity.

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