Another Samsung smartphone rival bites the dust

Samsung is the number one Android smartphone brand globally, shipment and sales-wise, and now, it has one less competitor to worry about, Asus, helping it strengthen its position in the market even further.

Asus’ Chairman, Jonney Shih, at the 2025 Year-End Gala, said “ASUS will no longer add new mobile phone models in the future,” suggesting that the company is exiting from the smartphone market (via Inside).

Soon after Asus entered the Android smartphone market, the brand launched the Zenfone lineup of phones, which quickly became popular. Later, the company launched the ROG Phone lineup, which also became very popular. However, as the competition in the smartphone industry started getting intense, Asus couldn’t keep up with its rivals. 

In recent years, the brand launched fewer models than its rivals, its phones didn’t offer hardware and software features as good as those from other companies, and it offered these devices at a higher price tag. Owing to these factors, Asus’ sales of smartphones dropped, and that’s probably why the brand is making an exit from the mobile market.