In t e 45 6 . > . 8 / k A r . . . A / . 1. s / A 1. Q / P 编辑 ｜ 周智宇 2026年伊始，在华硕年末联欢晚会上，华硕集团董事长施崇棠的表态，为这家PC巨头近23年的手机征程正式画上了句点。 施崇棠直言，华硕Zenfone、ROG Phone双品牌从2026年起停止推出新机，不再增加新机种。 他表示，华硕此举目的在于更合理地配置研发资源，重点聚焦 PC 以及各类实体 AI（Physical AI）设备等关键领域。 在技术飞速发展的齿轮下，不少手机品牌都掉队或退场了，海外有诺基亚、黑莓、爱立信、LG、西门子、夏普等，国内则有美图手机、夏新、金立、锤子 手机、乐视手机等。 尽管在细分市场表现尚可，但华硕手机业务营收占比逐年下滑（2016年约18%，2023年仅1%），且始终未能盈利，逐渐被主流市场边缘化。2018年第四季 度，华硕曾因手机部门计提超过62亿新台币的巨额损失，导致当年整体盈利大幅下滑。 据IDC数据，2025年，华硕手机全年出货只有十几万部，且市场有一半集中在亚太区域。 十几万部是什么水平？作为对比，去年全年，中国市场排名第五的OPPO也有超 ...

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, which have become unsustainable for the company's mobile division [1][4][5]. Group 1: Business Strategy and Market Position - ASUS has focused on two main smartphone lines: the high-performance ROG gaming phones and the cost-effective ZenFone series, but has primarily sold ROG phones in mainland China for many years [1][2]. - The company has faced significant challenges in the smartphone market, with its mobile business revenue consistently declining from 18% in 2016 to just 1% in 2023 [3]. - The competitive landscape for gaming smartphones has intensified, leading to the exit of several brands from the market, including Razer and Lenovo's gaming phone line [3]. Group 2: Financial Performance - Despite the struggles in the smartphone sector, ASUS's overall performance has been strong, driven by AI servers and commercial PCs, with a revenue of 535.98 billion New Taiwan Dollars (NTD) in the first three quarters of 2025, a 24% year-on-year increase [5][6]. - The third quarter of 2025 saw a record revenue of 189.91 billion NTD, a 21% increase year-on-year, although gross profit declined by 9% due to rising costs [6]. - The company's server business is growing, accounting for nearly 20% of revenue, with plans for further expansion in the AI server market [6]. Group 3: Industry Trends and Challenges - The global memory chip market is experiencing significant price increases, with DRAM costs rising approximately 25% for low-end smartphones and 10% for high-end models, impacting overall production costs [4][5]. - The smartphone market is expected to face declining shipment forecasts due to weak demand, further pressuring manufacturers [5]. - ASUS plans to raise prices on some PC products starting January 5, 2026, in response to rising memory and storage costs [7].

Core Viewpoint - ASUS has announced that it will suspend the launch of new smartphones, including the Zenfone and ROG Phone series, in 2026, marking a significant shift in the smartphone market and signaling the end of an era for small-sized flagship devices [1][3][15]. Company Overview - ASUS has historically focused on unique innovations rather than following mainstream trends, exemplified by products like the Padfone and ZenFone Zoom, which showcased its commitment to creativity [5][8]. - The Zenfone series targeted small-sized smartphone enthusiasts, with models like ZenFone 8, 9, and 10 receiving positive reviews for their compact design and flagship specifications [10][14]. - The ROG Phone series was designed specifically for gamers, featuring unique functionalities such as side charging ports and AirTriggers, catering to a niche market [11][13]. Market Challenges - The smartphone industry is facing rising costs, with a projected 25% increase in material costs by 2026 due to supply chain dependencies, which disproportionately affects smaller brands like ASUS [16][18]. - The competitive landscape is dominated by giants like Apple and Samsung at the high end, and Chinese brands like Xiaomi and OPPO at the mid to low end, leaving ASUS in a challenging position [19][22]. - ASUS's smartphone business has been a financial burden, with significant losses reported in previous years, and its market share in Taiwan dwindling to approximately 1.2% by 2025 [23][25]. Industry Implications - The exit of ASUS from the smartphone market reflects a broader trend where unique, niche products struggle to survive in an increasingly saturated and mature market [26][28]. - The success in the smartphone industry now hinges on supply chain management, cost control, and extensive distribution channels, rather than solely on product uniqueness [28].

Group 1 - ASUS is reportedly exiting the smartphone market and laying off its mobile division staff, although it will continue to provide maintenance and warranty services for existing products [1] - The company confirmed that there are no plans to launch new smartphone models in 2026, following rumors that it would end its mobile business by late 2025 [1] - The smartphone business has been consistently unprofitable, leading to speculation about ASUS's exit from the market, with the Zenfone 10 potentially being the last model in that series [1] Group 2 - ASUS views smartphones as an entry point for AIoT and important terminals for AI applications, with the latest ROG Phone series set to launch in November 2024 and the Zenfone 12 Ultra in February 2025, focusing on AI features, photography, and high-resolution displays [2]