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Recently, during ASUS's end-of-year festivities, Chairman Jonney Shih addressed the company's decision to halt its smartphone operations. He announced that, commencing in 2026, there will be no new releases under the Zenfone and ROG Phone brands. Despite this move, ASUS is committed to protecting the rights and interests of its current smartphone customers. The company plans to redirect its research and development resources toward core sectors, including personal computers (PCs) and artificial intelligence (AI) devices. Previously, ASUS's smartphone division had been grappling with persistent financial losses. Moreover, the smartphone market had transitioned into an era of inventory competition, significantly narrowing the survival prospects for small and medium-sized manufacturers.
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