确认2026年停更新品 华硕“失守”游戏手机

Core Viewpoint - ASUS will suspend the launch of new smartphones, including ZenFone and ROG Phone, in 2026 due to regular business adjustments and rising component costs, particularly storage prices [1][4][5]. Group 1: Business Adjustments - ASUS confirmed that it will not release new smartphones in 2026, emphasizing that after-sales service and software updates will remain unchanged [1]. - The decision is attributed to significant increases in upstream component costs, making it difficult for ASUS to sustain its smartphone business [1][4]. - Industry insiders speculate that the rising storage prices are a primary factor behind this decision [1][4]. Group 2: Historical Context - ASUS began its mobile journey in 2003 with the launch of the J100 3G flip phone and gained traction with the ZenFone series in 2014, which was well-received in emerging markets [2]. - The ROG Phone series, launched in 2018, positioned ASUS among the top gaming phone brands, but the company has faced challenges due to market saturation and increased competition [2]. - ASUS's smartphone revenue has significantly declined, dropping from 18% in 2016 to approximately 1% in 2023, leading to a strategic focus on the ZenFone and ROG Phone lines [3]. Group 3: Market Conditions - The global smartphone market is experiencing a downturn, with forecasts for 2026 showing reduced shipment volumes, further pressuring manufacturers [5]. - The rising costs of DRAM have increased the bill of materials (BoM) for smartphones by approximately 25% for low-end, 15% for mid-range, and 10% for high-end devices [4]. - ASUS's smartphone shipments are projected to be only in the tens of thousands in 2025, with a significant portion concentrated in the Asia-Pacific region [5]. Group 4: Financial Performance - Despite the challenges in the smartphone sector, ASUS's overall performance remains strong, driven by AI servers and gaming products, with a revenue of 535.98 billion New Taiwan Dollars in the first three quarters of 2025, a 24% year-on-year increase [5]. - However, the rising costs have impacted profitability, with a 9% decline in gross profit year-on-year, leading to a net profit decrease of 16% [5]. Group 5: Future Directions - ASUS is shifting its focus towards AI infrastructure, with plans to enhance its server business, which is approaching 20% of total revenue [6]. - The company is also considering price adjustments for its PC products due to rising storage costs, indicating a broader trend in the industry [7]. - There are rumors about ASUS entering the DRAM manufacturing market to stabilize its supply chain, although the company has denied these claims [7].