ASUS recently hosted its 2025 Year-End Banquet at the Taipei Nangang Exhibition Center on January 16, 2026, celebrating the company's achievements throughout the past year and recognizing its employees. The event, attended by over 8,000 staff, featured numerous prizes, including eight cars, and highlighted ASUS's recognitions from prestigious organizations. The themes of AI and ASUS's collective wisdom were central, underscoring a commitment to cultivating AI robots, robotics, and AI glasses. However, alongside the festive occasion, ASUS Chairman Jonney Shih made a pivotal announcement regarding the company's future strategy. He confirmed that ASUS would not be introducing any new smartphone models, including Zenfone and ROG Phone series, in 2026. This decision signifies a strategic reallocation of R&D resources towards more promising sectors, specifically commercial PCs and what ASUS terms 'Physical AI' – encompassing AI servers, intelligent machines, robotics, and AI glasses. Credible tech news outlets widely reported this strategic shift, noting that intense competition in the saturated smartphone market played a significant role in this decision. While new hardware launches are on hold, ASUS has assured its existing smartphone users that they will continue to receive comprehensive after-sales support, including software updates, maintenance, and warranty services. The company's pivot towards becoming a 'holistic AI company' marks a significant strategic redirection, aiming to leverage its strengths in hardware design and integrate advanced AI software across new product categories for long-term growth.