ASUS ventures into robotics and smart glasses, leaves smartphones behind
Established in 1989, ASUS is a multinational company known for the world’s best motherboards and high-quality personal computers, monitors, graphics cards, routers and other technology solutions. Today, ASUS is designing and building next-generation smart technologies to provide incredible experiences that enhance the lives of people everywhere.
ASUS proudly sponsors programs and initiatives that benefit communities around the world. These efforts represent another way that ASUS honors their brand promise as they strive to provide a joyful digital life to people everywhere. As a global organization, the company is focused on its primary goal of becoming the world’s most admired innovative leading technology enterprise in a new digital era.
ASUS has confirmed it is exiting the smartphone market. ASUS Chairman Jonney Shih announced that the company will no longer release new Zenfone or ROG Phone models. Current devices will still get support, but the brand is moving its focus to AI hardware.
The company’s R&D efforts are now directed at physical AI products, including robotics and smart glasses. ASUS plans to build on its experience with commercial PCs and Qualcomm platforms to develop new AI‑driven devices.
ASUS reported strong financial results in 2025. Revenue reached NT$738.91 billion, up 26.1% year‑on‑year. Its AI server business doubled in growth, hitting targets ahead of schedule. Still, supply chain challenges remain, with memory shortages and rising component prices affecting non‑AI products. ASUS has signaled possible price increases while focusing on efficiency and resilience.
Zenfone struggled to stand out in ecosystem integration and camera performance. ROG Phone found a niche among gamers but faced high production costs. Analysts say the pivot to AI hardware is risky but could be transformative, positioning ASUS to shape the next decade of devices.
At the Consumer Electronics Show (CES) 2026, ASUS has unveiled its latest AI PC lineup, bringing new laptops, desktops, and accessories under its Copilot+ ecosystem. The company is putting AI front and center, with features designed to boost productivity, creativity, and cross‑device use.
Among the lineup is the ProArt GoPro Edition PX13 is a 13‑inch convertible co‑branded with GoPro. It comes with GoPro Cloud integration, a GoPro Hotkey for quick access, and the StoryCube AI app for organizing and editing 360-degree video. Powered by an AMD Ryzen AI Max+ 395 processor with a 50 TOPS NPU, it supports up to 128GB of memory and a 3K ASUS Lumina OLED touchscreen.
ASUS’s exit underscores how shifting consumer demand and market pressures are reshaping the industry. The company is betting that AI hardware will drive its future growth, leaving smartphones behind.
Techies recently gathered in Las Vegas for the Consumer Electronics Show (CES) where the world’s greatest innovators from around the globe came together. From game-changing AI and robotics to smart kitchen appliances and next-gen cleaning tech, these groundbreaking innovations are what consumers will soon see everywhere.
Reference: ASUS confirms smartphone exit, bets on robotics and smart glasses
But are Filipinos ready for AI?
Filipino workers are steadily embracing artificial intelligence, and the Philippines is making significant strides towards an AI-ready future. Bayanihan remains one of the most enduring traits in Filipino culture. Values like selflessness, solidarity, trust and cooperation embody what a true spirit of bayanihan.
Emmy Lou Versoza-Delfin, director of DICT’s ICT Industry Development Bureau (IIDB), shared: “This is as much about inclusion as it is about innovation. It’s about making sure we all grow and adapt together—wala tayong iwanan. It is a powerful reminder that when technology blends with culture, everyone can benefit and grow together.”
HP Philippines Managing Director Ida Evina Ong-Co reaffirmed HP’s commitment to ensuring that the AI revolution benefits all Filipinos. She emphasized the company’s focus on delivering technology that is not only powerful and secure but also accessible so everyone can thrive.
Although many fear that AI could replace human workers, Idris Atakli, HP Consultant and AI Product Strategist, dispelled this myth, emphasizing how AI can streamline tasks and enhance productivity through solutions like HP’s AI Companion. According to HP’s Work Relationship Index, 76% of Filipino knowledge workers believe AI will make their jobs easier, while 75% say it will make their work more interesting.
Michelle Alarcon, president of AAP, stressed that AI will amplify our ability to think, solve problems, collaborate, and lead. She urges: “Everyone should be looking at how to leverage AI. Right now, we’re all on relatively equal footing, so it’s the perfect time to start preparing—organize your data, refine your processes—so that when you begin using AI, your systems are ready to integrate and fully benefit from it.”
Together, HP, DICT and AAP shared a unified vision. AI adoption is not just about technology. It is about empowering people. With AI, people will work smarter, better and faster. When done right, it won’t just level up individual skills but the entire system as well.
Reference: Manila Bulletin – The power of we
