网传又一个玩家离场，华硕为何搞不定手机？

Core Viewpoint - ASUS is reportedly planning to exit the smartphone market, with no new smartphone releases planned for 2026, although the company has not officially confirmed this decision [1][3][4]. Group 1: ASUS's Smartphone History - ASUS entered the mobile phone market as early as 2002, initially focusing on ODM for European operators [3]. - The company launched its first self-branded phone, the J101, in 2003, marking the beginning of its brand recognition efforts [4]. - In 2008, ASUS acquired Garmin's smartphone business, launching the "Garmin-Asus" brand, but this partnership ended unsuccessfully due to the rise of the iPhone [4][5]. - The ZenFone series was introduced in 2014, targeting the budget market with high specifications, achieving significant popularity in emerging markets [5]. Group 2: Challenges and Decline - After 2018, the smartphone market became increasingly competitive, with Chinese brands like Huawei and Xiaomi dominating [7]. - ASUS struggled to compete in both the budget and innovation segments, leading to a decline in market presence and product iteration [7][9]. - The company faced significant losses in its mobile division, which accounted for less than 10% of total revenue and had been a financial burden for years [8][9]. Group 3: Current Situation and Future Outlook - ASUS's mobile division has been in a state of decline, with no new products planned and a focus on its core PC business [7][12]. - The company is shifting its strategy towards AI, cloud computing, and smart ecosystems, with plans to enter the memory module production sector in 2026 [12]. - The global PC market is showing growth, with ASUS ranking fifth in market share, indicating a stronger focus on its primary business [12].