{{short description|Taiwanese computer and electronics company}} {{distinguish|ASOS (retailer)|Asos|Esus}} {{pp-pc}} {{Use dmy dates|date=August 2024}} {{Infobox company | name = ASUSTeK Computer Inc. | logo = [[File:ASUS Logo.svg|frameless|250px|class=skin-invert]] | logo_caption = Logo used since 1995 | image = ASUSTeK Computer headquarters 20150711.jpg | image_size = 250px | image_caption = Headquarters in [[Taipei]] in 2015 | type = [[Public company|Public]] | native_name = {{lang|zh-tw|華碩電腦股份有限公司}} | romanized_name = ''Huáshuò Diànnǎo Gǔfèn Yǒuxiàn Gōngsī'' | traded_as = {{TSE|2357}} | founded = {{Start date and age|1989|04|02|df=y}} | founders = {{Unbulleted_list |Ted Hsu |M. T. Liao |Wayne Tsiah |[[Tzu-Hsien Tung|T. H. Tung]] |Luca D. M. }} | hq_location = [[Beitou District]], Taipei | hq_location_country = Taiwan | area_served = Worldwide | key_people = {{Unbulleted list |Jonney Shih {{small|([[chairman]] & [[chief brand officer]])}} |Jonathan Tsang {{small|([[vice-chairman]])}} }} | industry = [[Computer hardware]]<br />[[Electronics]]<br />[[Networking hardware]] | products = {{Hlist|[[Personal computer]]s|[[Computer monitor|monitor]]s|[[projector]]s|[[motherboard]]s|[[graphics card]]s|[[optical storage]]| [[peripheral]]s|[[Wearable computer|wearable]]s|[[Server computer|server]]s|[[workstation]]s }} | brands = {{Hlist|[[Asus#Republic of Gamers|ROG]]|[[Asus#The Ultimate Force|TUF Gaming]]}} | revenue = {{increase}} [[New Taiwan dollar|NT$]]537.2 billion (2022)<ref name="ASUS Annual Report">{{cite web|url=https://www.asus.com/EVENT/Investor/Content/attachment_en/2022_Annual_Report_en.pdf|title=ASUSTek Computer Inc. Annual Report 2022|work=ASUSTek|date=11 April 2023|access-date=20 June 2023|archive-date=20 June 2023|archive-url=https://web.archive.org/web/20230620055055/https://www.asus.com/EVENT/Investor/Content/attachment_en/2022_Annual_Report_en.pdf|url-status=live}}</ref> | operating_income = {{decrease}} NT$12.9 billion (2022)<ref name="ASUS Annual Report"/> | net_income = {{decrease}} NT$16.8 billion (2022)<ref name="ASUS Annual Report"/> | assets = {{increase}} NT$471 billion (2022)<ref name="ASUS Annual Report"/> | equity = {{increase}} NT$226 billion (2022)<ref name="ASUS Annual Report"/> | num_employees = 17,000<ref>{{cite web |url=https://www.asus.com/us/About_ASUS/Company-Introduction/ |title=About ASUS |website=ASUS |access-date=1 July 2023}}</ref> | subsid = {{Unbulleted list |[[AAEON]] |[[ASKEY]] |[[ASMedia]] |[[Asustor]] |[[Pegatron]] <small>(through which it owns [[ASRock]]</small>) }} | homepage = {{URL|www.asus.com}} }} {{Infobox Chinese | t = 華碩電腦股份有限公司 | p = Huáshuò Diànnaǒ Gǔfèn Yǒuxiàn Gōngsī | l = ASUS Computer Stock-share Limited Company | h = Fà sa̍k thien-nó kú fun yû han kûng-sṳ̂ | tp = Huashuo Diannao Gufen Yousiang Gongsih | poj = Hôa se̍k tiān-náu kó͘ hūn ū hān kong si | tl = Hôa se̍k tiān-náu kó͘ hūn ū hān kong si | altname = ASUS | t2 = 華碩 | p2 = Huáshuò | l2 = "Chinese-Eminent"<br />Eminence of/by the [[Chinese people]]<br />({{lang-zh|t = 華人之碩 |first = t |labels = no}}) | h2 = Fà sa̍k | poj2 = Hôa se̍k | tl2 = Hôa se̍k }}
'''ASUSTeK Computer Inc.''' ({{IPAc-en|ˈ|eɪ|s|uː|s}},<ref>{{cite web|url=https://www.youtube.com/watch?v=4xEd1cBYLIk|title=Jerry Shen Keynote – ASUS NovaGo Launch {{pipe}} Snapdragon Technology Summit|publisher=ASUS|date=6 December 2017|access-date=10 January 2018|archive-date=25 November 2018|archive-url=https://web.archive.org/web/20181125130645/https://www.youtube.com/watch?v=4xEd1cBYLIk|url-status=live}}</ref> {{IPAc-en||eɪ|ˈ|s|uː|s}},<ref name="eng">{{cite web |title = How to pronounce ASUS |url = http://www.engadget.com/2010/12/17/how-to-pronounce-ASUS-video/ |work = video |date = 17 December 2010 |publisher = Engadget |accessdate = 3 March 2011 |archive-date = 18 February 2011 |archive-url = https://web.archive.org/web/20110218154059/http://www.engadget.com/2010/12/17/how-to-pronounce-asus-video/}}</ref> {{IPAc-en||ɑ:|ˈ|-}},<ref name="eng2">{{cite web |title = How ASUS CEO pronounces ASUS |url = https://www.youtube.com/watch?v=3sSESPLSMLo#t=1m15s/ |work = video| date=8 March 2008 }}</ref> {{IPAc-en||ə|ˈ|-}}<ref name="eng3">{{cite web |title = ASUS Commercial: don't say asses, say ASUS! |url = https://www.youtube.com/watch?v=iq9B3evfu8s |work = video| date=4 December 2010 }}</ref>), [[doing business as]] '''Asus''' (stylized as '''ASUS'''), is a Taiwanese<ref>{{cite web|title=Asustek Computer Inc – Company Profile and News – Bloomberg Markets|url=https://www.bloomberg.com/profile/company/2357:TT|access-date=23 July 2020|website=Bloomberg.com|archive-date=31 July 2020|archive-url=https://web.archive.org/web/20200731204623/https://www.bloomberg.com/profile/company/2357:TT|url-status=live}}</ref> [[Multinational corporation|multinational]] computer, phone hardware and electronics manufacturer [[Headquarters|headquartered]] in [[Beitou District]], Taipei, Taiwan. Its products include [[desktop computers]], [[laptops]], [[netbook]]s, [[mobile phones]], networking equipment, monitors, [[wireless router|Wi-Fi routers]], [[projectors]], [[motherboards]], [[graphics cards]], [[optical storage]], multimedia products, peripherals, [[wearables]], [[server (computing)|servers]], [[workstation]]s and tablet PCs. The company is also an [[original equipment manufacturer]] (OEM).
{{as of|2024|post=,}} Asus is the [[Market share of personal computer vendors|world's fifth-largest personal computer vendor]] by unit sales.<ref>{{cite web |date=11 January 2024 |title=Gartner Says Worldwide PC Shipments Increased 0.3% in Fourth Quarter of 2023 but Declined 14.8% for the Year |url=https://www.gartner.com/en/newsroom/press-releases/01-10-2024-gartner-says-worldwide-pc-shipments-increased-zero-point-three-percent-in-fourth-quarter-of-2023-but-declined-fourteen-point-eight-percent-for-the-year |access-date=11 January 2024 |publisher=[[Gartner]]}}</ref> Asus has a primary listing on the [[Taiwan Stock Exchange]] under the ticker code ''2357'' and formerly had a secondary listing on the [[London Stock Exchange]] under the ticker code ''ASKD''. {{TOC limit|limit=3}}
==Etymology== The company is usually referred to as ''ASUS'' or ''Huáshuò'' in [[Chinese language|Chinese]] ({{lang-zh |t = 華碩 |first = t}}, literally "Eminence" in Chinese<ref>{{cite web |url=https://www.asus.com/tw/About_ASUS/Origin-of-the-Name-ASUS/ |title=About ASUS Home | ASUS 台灣 |publisher=Asus.com |date= |accessdate=21 February 2022 |archive-date=12 May 2021 |archive-url=https://web.archive.org/web/20210512060235/https://www.asus.com/tw/About_ASUS/Origin-of-the-Name-ASUS/ |url-status=live }}</ref>). According to the company website, the name ''ASUS'' originates from [[Pegasus]], the winged horse of Greek mythology.<ref>{{cite web |url=https://www.asus.com/sg/About_ASUS/The_Meaning_of_ASUS |title=The meaning of "ASUS" |website=ASUS website |publisher=ASUS |access-date=15 October 2020 |quote=ASUS takes its name from Pegasus, the winged horse in Greek mythology that symbolizes wisdom and knowledge. |archive-date=26 July 2020 |archive-url=https://web.archive.org/web/20200726104009/https://www.asus.com/sg/About_ASUS/The_Meaning_of_ASUS |url-status=live }}</ref> Only the last four letters of the word were used to give the name a high position in alphabetical listings.<ref>{{cite web |first = Kurmaz |last = Maks |title = Интервью с ASUS |url = http://www.hw.by/events/ASUS.html |archive-url = https://web.archive.org/web/20070102235613/http://www.hw.by/events/ASUS.html |url-status = dead |archive-date = 2 January 2007 |website = hw.by |language = ru |trans-title = Interview with ASUS |access-date = 4 August 2009 |quote = Компания ASUS образовалась в 1989 году [...] Ее название образовано от английского слова "PegASUS" [...] Была взята только часть названия – "ASUS", чтобы быть в начале списка по алфавиту. [Translation: The ASUS company formed in 1989 ... Its name is formed from the English word "PegASUS" ... [We] took only part of the name: "ASUS", in order to be at the beginning of alphabetical order.] }}</ref> As its marketing [[tagline]]s, Asus has used ''Rock Solid. Heart Touching'' (2003–2009) and subsequently ''Inspiring Innovation Persistent Perfection'' (2009–2013). Since 2013, the company's tagline has been ''In Search of Incredible.''<ref>{{cite web|url=https://thenextweb.com/plugged/2013/11/01/asus-transformer-book-trio-t100-show-device-makers-sometimes-get-wrong-get-right/|title=Asus Transformer Book Trio and T100 show why device makers sometimes get it wrong to get it right|first=Ben|last=Woods|date=1 November 2013|website=Plugged {{pipe}} The Next Web|access-date=13 December 2019|archive-date=13 December 2019|archive-url=https://web.archive.org/web/20191213005031/https://thenextweb.com/plugged/2013/11/01/asus-transformer-book-trio-t100-show-device-makers-sometimes-get-wrong-get-right/|url-status=live}}</ref>
==History== {{Expand section|with=the company's history prior to 2005 and from 2013 to 2022|date=August 2025}} Asus was founded in [[Taipei]] in 1989<ref>{{cite web|url=https://www.engadget.com/2015/08/16/asus-chairman-jonney-shih-interview/|title=The past, present and future of ASUS, according to its chairman|website=Engadget|date=16 August 2015 |access-date=10 June 2016|archive-date=18 June 2016|archive-url=https://web.archive.org/web/20160618003029/https://www.engadget.com/2015/08/16/asus-chairman-jonney-shih-interview/|url-status=live}}</ref> by [[Tzu-Hsien Tung]], Ted Hsu, Wayne Hsieh and M.T. Liao,<ref name="profile">{{cite web |url = http://www.corpasia.net/taiwan/3474/irwebsite/index.php?mod=profile |title = Company Profile |year = 2009 |website = Official website |publisher = ASUS |url-status = usurped |archive-url = https://web.archive.org/web/20151222125734/http://www.corpasia.net/taiwan/3474/irwebsite/index.php?mod=profile |archive-date = 22 December 2015 |df = dmy-all }}</ref> all four having previously worked at [[Acer Inc.|Acer]] as [[Hardware engineering|hardware engineer]]s. At this time, [[Taiwan]] had yet to establish a leading position in the computer hardware business. [[Intel Corporation]] would supply any new processors to more established companies like [[IBM]] first, and Taiwanese companies would have to wait for approximately six months after IBM received its engineering [[prototype]]s. According to company history, Asus created a motherboard prototype for using an [[Intel 80486|Intel 486]], but it had to do so without access to the actual processor. When Asus approached Intel to request a processor to test it, Intel itself had a problem with its own 486 motherboard. Asus solved Intel's problem and it turned out that Asus's motherboard worked correctly without the need for further modification. Since then, Asus has been receiving Intel engineering samples ahead of its competitors.<ref>{{cite book |url = https://books.google.com/books?id=5cSIAAAAQBAJ&pg=PA143 |title = Invisible Gold in Asia: Creating Wealth Through Intellectual Property, page 143, by David Llewelyn |publisher = Marshall Cavendish International Asia Pte Ltd |date = 28 February 2011 |access-date = 22 December 2013 |isbn = 9789814312714 |archive-date = 21 February 2022 |archive-url = https://web.archive.org/web/20220221114250/https://books.google.com/books?id=5cSIAAAAQBAJ&pg=PA143 |url-status = live }}</ref><ref>{{cite web|url=http://www.mastbusiness.com/top/asus.htm|title=ASUS Company Information < By Mast Business|website=publishesiness.com|date=3 January 2008|access-date=8 December 2015|archive-date=10 December 2015|archive-url=https://web.archive.org/web/20151210213216/http://www.mastbusiness.com/top/asus.htm|url-status=live}}</ref>
In September 2005, Asus released the first [[PhysX]] accelerator card.<ref>{{cite web |url = http://www.vr-zone.com/?i=2724&s=1 |title = ASUS PhysX Card Ready |publisher = Vr-zone.com |access-date = 1 June 2010 |archive-date = 24 June 2017 |archive-url = https://web.archive.org/web/20170624104207/http://www.vr-zone.com/?i=2724&s=1 |url-status = live }}</ref> In December 2005, Asus entered the [[LCD television|LCD TV]] market with the TLW32001 model.<ref>{{cite web |url = http://www.newlaunches.com/archives/ASUS_enters_lcd_tv_market_with_tlw32001_32_lcd_tv.php |title = ASUS enters LCD TV market with TLW32001 32" LCD TV |date = 3 November 2006 |publisher = Newlaunches.com |access-date = 1 June 2010 |archive-date = 8 October 2010 |archive-url = https://web.archive.org/web/20101008002919/http://www.newlaunches.com/archives/asus_enters_lcd_tv_market_with_tlw32001_32_lcd_tv.php |url-status = live }}</ref> In January 2006, Asus announced that it would cooperate with [[Lamborghini]] to develop the VX laptop series.<ref>{{cite news |url = https://www.pcmag.com/article2/0,2817,2002091,00.asp |title = ASUS VX1 Lamborghini |access-date = 1 April 2013 |publisher = PC Mag |date = 11 August 2006 |archive-date = 19 August 2014 |archive-url = https://web.archive.org/web/20140819134305/http://www.pcmag.com/article2/0,2817,2002091,00.asp |url-status = live }}</ref>
On 9 March 2006, Asus was confirmed as one of the manufacturers of the first [[Ultra-Mobile PC|Microsoft Origami]] models, together with [[Samsung Electronics|Samsung]] and [[Founder Technology]].<ref>{{cite web |url = http://www.informationweek.com/news/mobility/business/showArticle.jhtml?articleID=181502222 |title = Microsoft Unfolds Origami, The 'On The Go' PC |first = Walko |last = John |date = 9 March 2006 |work = [[InformationWeek]] |access-date = 16 November 2009 |quote = Microsoft (NSDQ: MSFT) says three companies have built working models – Samsung, ASUS, and Founder, China's second-largest PC maker. The Samsung and ASUS devices are expected to be in stores by April, and the Founder device in June. |archive-date = 29 April 2010 |archive-url = https://web.archive.org/web/20100429141159/http://www.informationweek.com/news/mobility/business/showArticle.jhtml?articleID=181502222 |url-status = live }}</ref> On 8 August 2006, Asus announced a joint venture with [[Gigabyte Technology]].<ref>{{cite web |url = http://www.digitimes.com/mobos/a20060808PR203.html |title = ASUSTeK and Gigabyte form joint venture |date = 8 August 2006 |publisher = Digitimes.com |access-date = 1 June 2010 |archive-date = 28 July 2013 |archive-url = https://web.archive.org/web/20130728184831/http://www.digitimes.com/mobos/a20060808PR203.html |url-status = live }}</ref> On 5 June 2007, Asus announced the launch of the [[Asus Eee PC|Eee PC]] netbook computer line at the [[Computex]] trade fair. On 9 September 2007, Asus indicated support for [[Blu-ray Disc|Blu-ray]], announcing the release of a BD-ROM/DVD writer PC drive, BC-1205PT.<ref>{{cite web |url = http://www.psu.com/Blu-ray-scores-major-new-supporter--a0001253-p0.php |title = ASUS BD-ROM/DVD writer drive |access-date = 9 September 2007 |year = 2007 |archive-url = https://web.archive.org/web/20070913095939/http://www.psu.com/Blu-ray-scores-major-new-supporter--a0001253-p0.php |archive-date = 13 September 2007 |url-status = live}}</ref> Asus subsequently released several Blu-ray based notebooks.
In January 2008, Asus began a major restructuring of its operations, splitting into three independent companies: Asus (focused on applied first-party branded computers and electronics); [[Pegatron]] (focused on OEM manufacturing of motherboards and components); and [[Unihan Corporation]] (focused on non-PC manufacturing such as cases and molding).<ref>{{cite news |url = http://www.pcpro.co.uk/news/151590/ASUS-splits-into-three |title = ASUS splits into three |access-date = 1 April 2013 |publisher = PC Pro |date = 4 January 2008 |archive-date = 13 June 2013 |archive-url = https://web.archive.org/web/20130613075755/http://www.pcpro.co.uk/news/151590/asus-splits-into-three |url-status = live }}</ref><ref>{{cite news |url = http://usatoday30.usatoday.com/tech/products/2008-05-13-ASUS-eee-laptop_N.htm |title = ASUS pins future on small and inexpensive laptop |access-date = 1 April 2013 |newspaper = USA Today |date = 16 May 2008 |archive-date = 13 April 2014 |archive-url = https://web.archive.org/web/20140413144039/http://usatoday30.usatoday.com/tech/products/2008-05-13-asus-eee-laptop_N.htm |url-status = live }}</ref> In the process of the restructuring, a highly criticized pension-plan restructuring effectively zeroed out the existing pension balances. The company paid out all contributions previously made by employees.<ref>{{cite web |last = Kubicki |first = Kristopher |title = New ASUS Corporate Structure Zeroes Employee Pensions |url = http://www.dailytech.com/New+ASUS+Corporate+Structure+Zeroes+Employee+Pensions/article10206.htm |work = DailyTech |date = 3 January 2008 |access-date = 28 March 2009 |quote = Under the new corporate entity, ASUS employees were paid out all pension plans regardless of maturity as of 1 January 2008. All employees at the two new companies must start their tenure from scratch. |archive-url = https://web.archive.org/web/20090610211832/http://www.dailytech.com/New+ASUS+Corporate+Structure+Zeroes+Employee+Pensions/article10206.htm |archive-date = 10 June 2009 |url-status = dead |df = dmy-all }}</ref>
On 9 December 2008, the [[Open Handset Alliance]] announced that Asus had become one of 14 new members of the organization. These "new members will either deploy compatible [[Android (operating system)|Android]] devices, contribute significant code to the Android Open-Source Project, or support the ecosystem through products and services that will accelerate the availability of Android-based devices."<ref>{{cite web |url=http://www.openhandsetalliance.com/press_120908.html |title=Open Handset Alliance |publisher=Open Handset Alliance |date=9 December 2008 |access-date=1 June 2010 |archive-date=6 November 2020 |archive-url=https://web.archive.org/web/20201106095337/http://www.openhandsetalliance.com/press_120908.html |url-status=live }}</ref>
On 1 June 2010, Asus spun off Pegatron.<ref>{{cite web |url = https://www.ft.com/content/699416d2-e67a-11de-98b1-00144feab49a |newspaper = Financial Times |date = 11 December 2009 |title = Asustek to spin off motherboard arm |access-date = 1 April 2018 |archive-date = 2 April 2018 |archive-url = https://web.archive.org/web/20180402101326/https://www.ft.com/content/699416d2-e67a-11de-98b1-00144feab49a |url-status = live }}</ref>
In October 2010, Asus and [[Garmin]] announced that they would be ending their smartphone partnership as a result of Garmin deciding to exit the product category.<ref name=taipeitimes271010>{{cite news |url = http://www.taipeitimes.com/News/biz/archives/2010/10/27/2003486972 |title = ASUStek, Garmin ending co-branding |access-date = 13 May 2012 |newspaper = The Taipei Times |date = 27 October 2010 |archive-date = 2 May 2013 |archive-url = https://web.archive.org/web/20130502154543/http://www.taipeitimes.com/News/biz/archives/2010/10/27/2003486972 |url-status = live }}</ref> The two companies had produced six Garmin-Asus branded smartphones over the previous two years.<ref name=taipeitimes271010/>
In December 2010, Asus launched the world's thinnest notebook, the Asus U36, with Intel processor voltage standard (not low voltage) Intel Core i3 or i5 with a thickness of only 19 mm.<ref>{{cite web|url=http://www.trendingtech.info/technology/latest-thinnest-notebook-ASUS-u36-world-with-just-thickness-19-mm/ |title=Asus u36 review - Latest Thinnest Notebook Asus U36 World with just Thickness 19 Mm | Technology Trends |access-date=16 August 2014 |url-status=dead |archive-url=https://web.archive.org/web/20110227020146/http://www.trendingtech.info/technology/latest-thinnest-notebook-asus-u36-world-with-just-thickness-19-mm/ |archive-date=27 February 2011 }}</ref>
In January 2013, Asus officially ended production of its Eee PC series due to declining sales caused by consumers increasingly switching to [[Tablet computer|tablets]] and [[Ultrabook]]s.<ref>{{cite news|url=https://news.yahoo.com/acer-ASUS-stop-making-netbooks-180300299.html |title=Acer and ASUS to Stop Making Netbooks |author=Spurbeck, Jared |publisher=[[Yahoo!]] |date=3 January 2013 |access-date=13 January 2013 |url-status=dead |archive-url=https://web.archive.org/web/20130107023146/http://news.yahoo.com/acer-asus-stop-making-netbooks-180300299.html |archive-date=7 January 2013 }}</ref><ref>{{cite web |url=https://gizmodo.com/5972429/ASUS-and-acer-the-netbooks-is-dead |title=ASUS and Acer: The Netbook Is Dead |author=Condliffe, Jeff |website=[[Gizmodo]] |date=2 January 2013 |access-date=13 February 2013 |archive-date=10 February 2013 |archive-url=https://web.archive.org/web/20130210110356/http://gizmodo.com/5972429/asus-and-acer-the-netbooks-is-dead |url-status=live }}</ref>
In January 2014, ASUS officially launched the [[Asus ZenFone|ZenFone]] smartphone line (ZenFone 4/5/[[Asus ZenFone 6|6]]) at CES.<ref>{{Cite web |last=Pierce |first=David |date=2014-01-06 |title=Asus launches the small PadFone mini, and ZenFones of all colors and sizes |url=https://www.theverge.com/2014/1/6/5279146/asus-launches-padfone-mini-and-zenfone-4-5-6 |access-date=2026-02-20 |website=The Verge |language=en-US}}</ref>
In September 2014, the company introduced the ZenWatch smartwatch on [[Android Wear]].<ref>{{Cite web |last=Pierce |first=David |date=2014-01-06 |title=Asus launches the small PadFone mini, and ZenFones of all colors and sizes |url=https://www.theverge.com/2014/1/6/5279146/asus-launches-padfone-mini-and-zenfone-4-5-6 |access-date=2026-02-20 |website=The Verge |language=en-US}}</ref>
In May 2016, the ZenFone 3 (ZenFone 3 / Deluxe / Ultra) was announced.<ref>{{Cite web |last=Pierce |first=David |date=2014-01-06 |title=Asus launches the small PadFone mini, and ZenFones of all colors and sizes |url=https://www.theverge.com/2014/1/6/5279146/asus-launches-padfone-mini-and-zenfone-4-5-6 |access-date=2026-02-20 |website=The Verge |language=en-US}}</ref>
In June 2018, ASUS launched the [[ROG Phone]], forming the “[[Mobile game|mobile gaming]]” direction and the [[Asus ROG Ally|Republic of Gamers]] ecosystem outside of PCs.<ref>{{Cite news |last=White |first=Jeremy |title=The Asus ROG is another attempt to make smartphone gaming happen |url=https://www.wired.com/story/asus-rog-gaming-smartphone-republic-of-gamers/ |access-date=2026-02-20 |work=Wired |language=en-US |issn=1059-1028}}</ref>
In December 2018, [[CEO]] Jerry Shen announced his departure.<ref>{{Cite web |date=2018-12-13 |title=ASUS CEO resigns as company shifts mobile focus to power users |url=https://www.engadget.com/2018-12-13-asus-ceo-resigns-mobile-strategy-gaming-power-users.html |access-date=2026-02-20 |website=Engadget |language=en-US}}</ref>
In April 2022, the company unveiled its new logo.<ref>{{cite web |url=https://www.theverge.com/2022/4/21/23035485/asus-zenbook-13-s-oled-pro-15-flip-specs-price |title=Asus drops two OLED Zenbooks and a new logo |website=The Verge |date=22 April 2022}}</ref><ref>{{cite web |url=https://www.creativebloq.com/news/new-asus-logo |title=That new Asus logo looks strangely familiar |website=Creative Bloq |date=25 April 2022}}</ref>
In February 2025, ASUS announced a plan to purchase a 30 percent stake in industrial PC maker Portwell. Prior to the purchase, Portwell was a wholly owned subsidiary of Posiflex Technology Inc. <ref>{{Cite news |last=Oung |first=Angelica |title=Asustek teams up with Portwell on AIoT business |url=https://www.taipeitimes.com/News/biz/archives/2021/02/05/2003751782 |access-date=2026-05-01 |work=Taipei Times |language=en-US}}</ref>
In April 2025, [[Nokia]] sued ASUS, [[Acer Inc.|Acer]], and [[Hisense]] for infringing on [[Streaming television|video streaming]] technologies in the U.S.<ref>{{Cite web |last=Brittain |first=Blake |date=April 8, 2025 |title=Nokia sues Acer, Asus, Hisense in US over video streaming technology |url=https://www.reuters.com/legal/litigation/nokia-sues-acer-asus-hisense-us-over-video-streaming-technology-2025-04-08/ |website=Reuters}}</ref>
== Corporate affairs == The key trends for Asus are (as of the financial year ending 31 December):<ref>{{Cite web |title=ASUS Income Statement |url=https://www.wsj.com/market-data/quotes/TW/XTAI/2357/financials/annual/income-statement |access-date=23 July 2024 |website=WSJ}}</ref><ref>{{Cite web |date=23 July 2024 |title=ASUS Income Statement (2019-2023) - WSJ |url=https://www.wsj.com/market-data/quotes/TW/XTAI/2357/financials/annual/income-statement |access-date=23 July 2024 |archive-url=https://web.archive.org/web/20240723104350/https://www.wsj.com/market-data/quotes/TW/XTAI/2357/financials/annual/income-statement |archive-date=23 July 2024 }}</ref> {| class="wikitable" style="text-align:center" !Year !Revenue (TWD bn) !Net profit (TWD bn) |- |2019 |351 |14.3 |- |2020 |412 |23.9 |- |2021 |535 |44.5 |- |2022 |537 |14.6 |- |2023 |482 |15.9 |}
== Operations == [[File:ASUS US Headquarters.jpg|thumb|Asus US headquarters in [[Fremont, California]]]] [[File:Asus pro shop.jpg|thumb|right|An Asus shop in Hong Kong]]
Asus has its headquarters in [[Beitou District]], Taipei, Taiwan.<ref>"[http://green.asus.com/english/download/ASUS_CSR-Report_2007_EN.pdf 2007 Corporate Sustainability Report] {{webarchive|url=https://web.archive.org/web/20090521055524/http://green.asus.com/english/download/ASUS_CSR-Report_2007_EN.pdf |date=21 May 2009 }}." ASUS. 10 of 67. Retrieved on 15 March 2010. "ASUS has its headquarters located in No. 15, Li-Te Rd., Beitou, Taipei 11259, Taiwan.". </ref>
{{As of | 2009}}, Asus had manufacturing facilities in Taiwan (Taipei, [[Luzhu District, Taoyuan|Luzhu]], [[Nangang District, Taipei|Nangang]], [[Guishan District|Guishan]]), [[China]] ([[Suzhou]], [[Chongqing]]), Mexico ([[Ciudad Juárez]]) and the Czech Republic ([[Ostrava]]).{{Update inline|date=April 2026|reason=2009 was 15 years ago|?=yes}} The Asus Hi-Tech Park, located in [[Suzhou]], covers {{convert|540,000|m2|abbr=on}}.<ref>{{cite web|url=https://successstory.com/companies/asus|title=Asus Story – Profile, CEO, Founder, History {{!}} Computer Hardware Electronics Companies {{!}} SuccessStory|website=successstory.com|access-date=21 March 2018|archive-date=22 March 2018|archive-url=https://web.archive.org/web/20180322015228/https://successstory.com/companies/asus|url-status=live}}</ref>
== Products == Asus's products include [[2-in-1 laptop|2-in-1s]], laptops, tablet computers, desktop computers, [[smartphone]]s, [[personal digital assistant]]s (PDAs), [[server (computing)|servers]], [[computer monitor]]s, [[motherboard]]s, graphics cards, sound cards, DVD drives, [[computer networking device]]s, [[computer case]]s, [[electronic component|computer components]] and [[computer cooling]] systems.
One of Asus main lineups is the [[ASUS Vivo|Vivo]] lineup consisting of laptops (VivoBooks), All-in-Ones (Vivo AiO), desktops (VivoPC), Stick PCs (VivoStick), Mini PCs (VivoMini), smartwatches (VivoWatch), computer mouse (VivoMouse) and tablets (VivoTab).<ref>{{cite web|title=World of cyborgs|url=https://worldsofcyborg.blogspot.com/2020/05/asus-vivo-tab-review.html|last=Gupta|first=Aryan|website=worldsofcyborg.blogspot.com|access-date=29 May 2020|archive-date=26 July 2020|archive-url=https://web.archive.org/web/20200726104047/https://worldsofcyborg.blogspot.com/2020/05/asus-vivo-tab-review.html|url-status=live}}</ref> <gallery> File:ASUS ZE620KL face 20181125a.jpg|Asus ZenFone File:ASUS ROG STRIX-GTX1080-O8G-GAMING 20160614.jpg|An Asus Nvidia GeForce GTX 1080 graphics card File:Asus x21 ultrabook.jpg|An Asus x21 ultrabook File:Mainboard asus pbh 67-v IMGP9330 wp.jpg|An Asus motherboard File:ASUSmouse.jpg|An Asus mouse </gallery>
=== Smartphones === Asus also launched many [[Android (operating system)|Android]]-based smartphones, predominantly with [[Intel]] rather than ARM processors and often with two sim slots. Asus is currently very influential in big mobile markets like [[India]], [[China]], and other [[Asia]]n countries. It is known as the [[Asus_ZenFone|ZenFone]] series. Before the ZenFone line, Asus released feature phones such as the [[ASUS v70|Asus v70]] and smartphones running on [[Windows Mobile]] during the mid-2000s.
'''First Generation (2014)''' * ZenFone 4 (available in either 4-inch or 4.5-inch variant) * ZenFone 5 * ZenFone 6
'''Second Generation (2015)''' * ZenFone Zoom * ZenFone C * ZenFone 2 * ZenFone 2 Laser * ZenFone Max * ZenFone Selfie * ZenFone Go<ref>{{cite web |author = Gaurav Dutt |title = Asus will launch three variants of Zenfone 2 |publisher = All Gadget Buzz |date = 6 June 2015 |url = http://www.allgadgetbuzz.net/2015/04/asus-zenfone-2-three-variants-4GB.html |quote = ASUS declared to also launch a cheap variant along with two major versions as they're going to do at Malaysian launch on April 21. |url-status = dead |archive-url = https://web.archive.org/web/20150407183205/http://www.allgadgetbuzz.net/2015/04/asus-zenfone-2-three-variants-4GB.html |archive-date = 7 April 2015 |df = dmy-all }} </ref> * ZenFone 2E – made specifically for [[AT&T]] and released in 2015<ref name="ZENFONE2E">[https://www.asus.com/us/Tablets_Mobile/ZenFone-2E-US-ATT-exclusive/ "ZenFone 2E : US AT&T Exclusive"] {{Webarchive|url=https://web.archive.org/web/20150828212717/https://www.asus.com/us/Tablets_Mobile/ZenFone-2E-US-ATT-exclusive/ |date=28 August 2015 }}, ''asus.com''</ref>
'''Third Generation (2016)''' * ZenFone AR * ZenFone 3 series * ZenFone Live series (L1 and L2)<ref>{{Cite web |title=Asus Zenfone Live ZB501KL - Full phone specifications |url=https://www.gsmarena.com/asus_zenfone_live_zb501kl-8579.php |access-date=2026-05-01 |website=www.gsmarena.com}}</ref>
'''Fourth Generation (2017)''' * ZenFone 4 series
'''Fifth Generation (2018)''' * ZenFone 5 series * ZenFone Max series (M1 and M2) * ROG Phone series
'''Sixth Generation (2019)''' * ZenFone 6 series * ROG Phone 2 series
Additionally, Asus also produced some hybrid devices with smartphones that can be docked in a tablet screen, known as '''PadFone''' series. The product lineups are: * PadFone (A66) * PadFone 2 (A68) * PadFone Infinity (A80) * PadFone Infinity Lite (A80C) * new PadFone Infinity (A86) * PadFone E (A68M) * PadFone X (A91) * PadFone S (PF500KL) * PadFone Mini (PF400GC) * PadFone Mini 4.3 (A11) * PadFone X Mini (PF450CL, US only)
Most of Asus's smartphones are powered by [[Intel Atom]] processors with the exceptions of a few Padfone series and some ZenFone 2 models that use [[Qualcomm Snapdragon]], though later phones in the series now either use Qualcomm Snapdragon or MediaTek systems-on-chip.
'''Seventh Generation (2020)''' * ZenFone 7 series * ROG Phone 3 series
'''Eighth Generation (2021)''' * ZenFone 8 series * ROG Phone 5 series
'''Ninth Generation (2022)''' * ZenFone 9 * ROG Phone 6 series * ROG Phone 6D series
'''Tenth Generation (2023)''' * ZenFone 10 * ROG Phone 7 series '''Eleventh Generation (2024)'''
* ZenFone 11 Ultra<ref>{{Cite web |date=6 February 2024 |title=Asus Zenfone 11 Ultra shown in official images with ROG Phone 8 and Zenbook laptop series stylings|url=https://www.notebookcheck.net/Asus-Zenfone-11-Ultra-shown-in-official-images-with-ROG-Phone-8-and-Zenbook-laptop-series-stylings.800746.0.html|access-date=8 February 2024 |publisher=Notebookcheck}}</ref> * ROG Phone 8 series<ref>{{Cite web |last=Sagar |title=Asus ROG Phone 8 Pro goes on sale in India |url=https://www.gsmarena.com/asus_rog_phone_8_pro_india_price_sale_date-news-61360.php |access-date=8 February 2024 |website=GSMArena.com}}</ref> * ROG Phone 9 series<ref>{{Cite web |author = Ewan Spence |title = Asus ROG Phone 9 Pro Review: The Everyday Gaming Smartphone |url=https://www.forbes.com/sites/ewanspence/2024/11/26/asus-rog-phone-9-pro-gaming-smartphone-review-snapdragon-8-elite/ |website=Forbes.com }} </ref>
=== 2-in-1s === * [[Asus Transformer]] * Asus Vivobook Flip * Zenbook Flip * ExpertBook Flip * Chromebook Flip
=== Laptops === * [[Zenbook]] * [[Asus Vivo#ASUS Vivobook|Asus Vivobook]] * AsusPro * ExpertBook * [[ASUS ProArt|ProArt]] StudioBook * The Ultimate Force (TUF Gaming) * Republic Of Gamers (ROG Gaming) * Chromebook * EeeBook * G Series * N Series * K Series * X Series * E Series * Q Series * U Series * B Series * V Series * F Series * A Series * T Series
Discontinued series previously offered by Asus includes the [[ASUS EeeBook|EeeBook]] Series, K Series, [[ASUS Vivo#VivoBook X Series|X Series]], [[ASUS Vivo#VivoBook E Series|E Series]], Q Series, B Series, V Series, P Series, [[ASUS Vivo#VivoBook F Series|F Series]], A Series, u2e Series and G Series.
=== Tablets === [[File:ASUSMeMOPad.JPG|thumb|Asus Memo Pad road show]] Two generations of the [[Google Nexus 7|Nexus 7]], manufactured for and branded as [[Google]], were announced on 27 June 2012 for release in July 2012.<ref>{{cite news |url=http://business-news.thestreet.com/mercury-news/story/google-launches-nexus-7-tablet/11599332?IADID=Search-business-news.thestreet.com-www.mercurynews.com |title=Google Launches Nexus 7 Tablet |work=The Street.com |date=27 June 2012 |access-date=15 July 2012 |first=Chris |last=Ciaccia |archive-date=22 May 2013 |archive-url=https://web.archive.org/web/20130522081810/http://business-news.thestreet.com/mercury-news/story/google-launches-nexus-7-tablet/11599332?IADID=Search-business-news.thestreet.com-www.mercurynews.com |url-status=live }}</ref> On 24 July 2013, Asus announced a successor to the [[Google Nexus 7]]. Two days later, it was released.<ref>{{cite web |title = Google Nexus 7 (2013) specs |url = http://www.phonearena.com/phones/Google-Nexus-7-2013_id8021 |website = Phone Arena |access-date = 20 October 2014 |archive-date = 20 October 2014 |archive-url = https://web.archive.org/web/20141020031115/http://www.phonearena.com/phones/Google-Nexus-7-2013_id8021 |url-status = live }}</ref> Asus has also been working with [[Microsoft]] in developing [[Windows 8]] convertible tablets.<ref>{{cite magazine |url = https://www.forbes.com/sites/jasonevangelho/2012/08/30/dell-and-ASUS-debut-inspired-windows-8-convertible-tablets/ |archive-url = https://web.archive.org/web/20120901201707/http://www.forbes.com/sites/jasonevangelho/2012/08/30/dell-and-asus-debut-inspired-windows-8-convertible-tablets/ |url-status = dead |archive-date = 1 September 2012 |title = Dell and ASUS debut inspired Windows 8 convertible tablets |magazine = Forbes |date = 18 April 2012 |access-date = 14 June 2013}}</ref> In 2013, Asus revealed an Android-based tablet computer that, when attached to a keyboard, becomes a Windows 8 device, which it called the Transformer Book Trio.<ref>[http://www.3news.co.nz/Latest-gadgets-from-Nokia-ASUS-and-Samsung/tabid/412/articleID/315164/Default.aspx Latest gadgets from Nokia, ASUS and Samsung] {{Webarchive|url=https://web.archive.org/web/20140819083108/http://www.3news.co.nz/Latest-gadgets-from-Nokia-ASUS-and-Samsung/tabid/412/articleID/315164/Default.aspx |date=19 August 2014 }}. ''3 News NZ''. 30 September 2013.</ref> The keyboard can be attached to a third-party monitor, creating a desktop-like experience. Asus is also known for the following tablet computer lines: * [[ASUS Eee Pad Transformer|Eee Pad Transformer]] * Eee Pad Slider * Eee Slate * [[ASUS Memo Pad 8|Memo Pad 8]] * [[ASUS Vivo#VivoTab|VivoTab]] * ZenPad: 7.0 Z370CG, C 7.0 Z170MG/Z170CG, 8.0 Z380KL, 8.0 Z380C*, S 8.0 Z580CA*, 10 Z300C* (Released 2015); 8.0 Z380M*, Z8 ZT581KL, 3 8.0 Z581KL, 10 Z300M*, 3S 10 Z500M*, Z10 ZT500KL (2016); 3S 8.0 Z582KL, Z8s ZT582KL, 3S 10 Z500KL (2017) (* no [[Subscriber identity module|SIM]])<ref name=products>{{cite web|url=https://www.asus.com/us/Tablets/ZenPad-Products/|title=ZenPad {{pipe}} Tablets|website=ASUS USA|access-date=21 April 2016|archive-date=22 April 2016|archive-url=https://web.archive.org/web/20160422143336/http://www.asus.com/us/Tablets/ZenPad-Products|url-status=live}}</ref>
=== Asus Server === ;GPU Rack Server * ESC8000 G3 (Up to 8 GPU high density & hybrid computing) * ESC4000 G3/G3s
;2-Way Rack Server * RS720Q-E8-RS8-P * RS720Q-E8-RS12 * RS700-E8-RS8 V2 * RS700-E8-RS4 V2 * RS500-E8-RS4 V2 * RS500-E8-RS4 V2 * RS400-E8-PS2-F * RS400-E8-PS2 * RS720-E8-RS24-ECP * RS540-E8-RS36-ECP * RS520-E8-RS12-E V2 * RS520-E8-RS8-E V2
;1-Way Rack Server * RS300-E9-PS4 * RS300-E9-RS4 * RS200-E9-PS2-F * RS200-E9-PS2 * RS100-E9-PI2
;2-Way Tower Server * TS700-E8 V3 Series * TS500-E8-PS4 V2
;1-Way Tower Server * TS300-E9-PS4 * TS100-E9-PI4
=== Desktop & All-in-One PCs === ; Tower PCs * [[ASUS Vivo#VivoPC|VivoPC]] * ROG series * Gaming series
; Mini PCs * Asus Tinker Board * [[ASUS Vivo#VivoMini|VivoMini]]
; Chrome Devices * [[Chromebox]] * [[Chromebit]]
; All-in-One PCs * Zen AiO * [[ASUS Vivo#Vivo AiO|Vivo AiO]] * Portable AiO
=== Eee line === From its launch in October 2007 and until the line was discontinued in January 2013, the [[ASUS Eee PC|Eee PC]] [[netbook]] garnered numerous awards, including [[Forbes]] Asia's Product of the Year,<ref>{{cite news |url = https://www.forbes.com/global/2008/1208/072.html |title = Product of the Year: ASUSTeK's Eee PC |work = Forbes |date = 8 December 2008 |access-date = 1 June 2010 |first = Taylor |last = Buley}}{{cbignore|bot=medic}}</ref> Stuff Magazine's Gadget of the Year and Computer of the Year,<ref>{{cite web |url = http://stuff.tv/News/Stuff-Gadget-Awards-Eee-PC-wins-gadget-of-the-year/10854/ |title = Stuff Gadget Awards – Eee PC wins gadget of the year |publisher = Stuff.tv |access-date = 1 June 2010 |archive-url = https://web.archive.org/web/20100629051038/http://stuff.tv/News/Stuff-Gadget-Awards-Eee-PC-wins-gadget-of-the-year/10854/ |archive-date = 29 June 2010 |url-status = live}}</ref> NBC.com's Best Travel Gadget, Computer Shopper's Best Netbook of 2008, PC Pro's Hardware of the Year, PC World's Best Netbook, and DIME magazine's 2008 Trend Award Winner.
Asus subsequently added several products to its Eee lineup, including: * [[ASUS Eee Box PC|Eee Box PC]], a compact [[nettop]] * [[ASUS Eee Top|Eee Top]], an all-in-one touchscreen computer housed in an LCD monitor enclosure, * [[ASUS Eee Stick|Eee Stick]], a plug-and-play wireless controller for the PC platform that translates users' physical hand motions into corresponding movements onscreen * [[ASUS Eee Pad Transformer|Eee Pad Transformer]], is a tablet computer that runs the Android operating system.<ref>{{cite news|url=https://asiancorrespondent.com/2011/03/taiwans-asustek-launches-android-powered-tablet|title=Taiwan's AsusTek launches Android-powered tablet|date=26 March 2011|access-date=31 October 2017|archive-date=7 November 2017|archive-url=https://web.archive.org/web/20171107112810/https://asiancorrespondent.com/2011/03/taiwans-asustek-launches-android-powered-tablet/|url-status=live}}</ref> * [[ASUS Eee Pad Transformer Prime|Eee Pad Transformer Prime]], the successor to the original Transformer.
On 6 March 2009, Asus debuted its Eee Box B202, which [[PC Magazine|PCMag]] saw as "the desktop equivalent of the Asus Eee PC", (the "Asus Eee Box" computer line was later renamed in 2010 to "Asus Eee Box PC").<ref>{{cite news |first=Joel |last=Santo Domingo |title=ASUS Debuts Desktop-Equivalent Eee PC |publisher=PCMag |date=2 June 2008 |access-date=3 April 2009 |url=https://www.pcmag.com/article2/0,2817,2316317,00.asp |quote=At the Computex show on Monday in Taipei, Taiwan, ASUS introduced a slew of products, including the Eee Box B202. The Eee Box is the desktop equivalent of the ASUS EeePC. |archive-url=https://web.archive.org/web/20090424022746/http://www.pcmag.com/article2/0%2C2817%2C2316317%2C00.asp |archive-date=24 April 2009 |url-status=live }} </ref>
=== Essentio Series === [[File:Asus N55 S Package.jpg|thumb|Asus N55 S Package]] Essentio is a line of desktop PCs. {{as of|2011|December}} the line consisted of the CG Series (designed for gaming), the CM series (for entertainment and home use) and the CS and CP slimline series.<ref>{{cite web |title = ASUSTek Computer Inc. – Desktop |publisher = ASUS |access-date = 1 December 2011 |url = http://www.asus.com/Desktop |archive-url = https://web.archive.org/web/20111127195600/http://www.asus.com/Desktop/ |archive-date = 27 November 2011 |url-status = dead |df = dmy-all }}</ref>
=== Digital media receivers === Asus sells [[digital media receiver]]s under the name Asus O!Play.<ref>{{cite web| title =Search > O!Play| publisher =ASUSTeK Computer Inc| url =http://www.asus.com/Search/?SearchKey=o!play| access-date =20 May 2012| archive-date =18 April 2012| archive-url =https://web.archive.org/web/20120418150347/http://www.asus.com/Search/?SearchKey=o!play| url-status =live}}</ref>
=== GPS devices === Asus produces the R700T GPS device, which incorporates [[Traffic Message Channel]].<ref>{{cite web |author = Mobilewhack.com on 11 April 2008 3:05 am |url = http://www.mobilewhack.com/ASUS-r700t-tmc-gps-device/ |archive-url = https://web.archive.org/web/20120322203611/http://www.mobilewhack.com/ASUS-r700t-tmc-gps-device/ |url-status = usurped |archive-date = 22 March 2012 |title = ASUS R700t TMC GPS Device : Specs, reviews and prices |publisher = Mobilewhack.com |date = 11 April 2008 |access-date = 1 June 2010}}</ref>
=== Republic of Gamers === {{redirect|Asus ROG||Rog (disambiguation)}} [[File:Asus_Republic_Of_Gamers_Logo.svg|thumb|Asus Republic of Gamers logo]] [[File:ASUS promotional model and Republic-of-Gamers products at Computex 20100603.jpg|thumb|An Asus [[promotional model]] presenting ROG products]]
'''Republic of Gamers''' ('''ROG''') is a brand used by Asus since 2006, encompassing a range of computer hardware, personal computers, peripherals, and accessories.
[[AMD]] graphics cards were marketed under the ''Arez'' brand due to the [[Nvidia]]'s [[GeForce Partner Program]].<ref>{{cite web|url=https://www.kitguru.net/components/graphic-cards/matthew-wilson/asus-confirms-amd-radeon-arez-series-of-graphics-cards/|title=ASUS confirms AMD Radeon 'AREZ' series of graphics cards|access-date=19 April 2018|archive-date=19 April 2018|archive-url=https://web.archive.org/web/20180419183733/https://www.kitguru.net/components/graphic-cards/matthew-wilson/asus-confirms-amd-radeon-arez-series-of-graphics-cards/|url-status=live}}</ref>
In 2013, Asus launched the RAIDR Express, a PCI express-based [[RAID#Standard levels|RAID 0]] SSD subsystem with two SSDs on one PCB.<ref>{{cite web |url=https://rog.asus.com/articles/news/asus-rog-launches-raidr-express-pci-express-based-ssd/ |title=ASUS ROG LAUNCHES RAIDR EXPRESS PCI EXPRESS-BASED SSD |date=26 July 2013 |website=ASUS |access-date=23 June 2019 |archive-date=23 June 2019 |archive-url=https://web.archive.org/web/20190623202431/https://rog.asus.com/articles/news/asus-rog-launches-raidr-express-pci-express-based-ssd/ |url-status=live }}</ref>
In January 2022, Asus announced the ROG Flow Z13 during ROG's CES 2022 launch event. Equipped with Intel's high-performance Core i9 processor and Nvidia's [[GeForce 30 series|GeForce RTX 3050 Ti]] graphics card, it marked a breakthrough for the tablet computer market. It is the world's first RTX 30-series computer in tablet form factor.<ref>{{cite web |url=https://rog.asus.com/laptops/rog-flow/rog-flow-z13-2022-series/ |title=ROG Flow Z13 (2022)|website=ASUS}}</ref>
[[File:ROG ALLY - 2.jpg|thumb|left|ASUS ROG Ally handheld gaming computer]]
In June 2023, Asus released the [[ASUS ROG Ally|ROG Ally]], a handheld device designed to compete with the [[Steam Deck]]. The Ally possesses a 7-inch (diagonal), [[1080p]] touchscreen display with a 120 Hz refresh rate capability and a [[16:9 aspect ratio]], versus the Steam Deck's panel that only manages 800p and 60 Hz with a [[16:10 aspect ratio]].<ref>{{cite news |last1=Fingas |first1=Jon |title=ASUS's ROG Ally is yet another Steam Deck competitor |url=https://www.engadget.com/asus-high-fashion-gaming-tablet-is-a-must-have-for-hot-dog-vendors-everywhere-145117128.html |access-date=4 April 2023 |agency=Engadget |date=3 April 2023}}</ref> In June 2025, the [[ROG Xbox Ally]], co-developed by Asus and [[Microsoft]], was unveiled during [[Xbox Games Showcase]], later releasing on 16 October 2025.<ref>{{cite web |last=Romano |first=Sal |url=https://www.gematsu.com/2025/08/rog-xbox-ally-and-rog-xbox-ally-x-launch-october-16 |title=ROG Xbox Ally and ROG Xbox Ally X launch October 16 |work=Gematsu |date=2025-08-20 |access-date=2025-08-20}}</ref><ref>{{Cite web |last=Sones |first=Royanne |date=16 October 2025 |title=ROG Xbox Ally and ROG Xbox Ally X Now Available Worldwide |url=https://news.xbox.com/en-us/2025/10/16/rog-xbox-ally-handheld-out-now-launch/ |access-date=9 March 2026 |website=Xbox Wire}}</ref>
=== The Ultimate Force === [[File:ASUS TUF Gaming X3 20190601.jpg|thumb|[[Nvidia GeForce GTX 1660]] Asus TUF Gaming X3 ]]
'''The Ultimate Force''' ('''TUF''') is a brand used by Asus since about 2010.<ref>{{cite web|title=SABERTOOTH X58 {{!}} Motherboards|url=https://www.asus.com/au/Motherboards/SABERTOOTH_X58/|access-date=4 November 2020|website=ASUS Australia|archive-date=10 December 2014|archive-url=https://web.archive.org/web/20141210145854/http://www.asus.com/au/Motherboards/SABERTOOTH_X58/|url-status=live}}</ref>{{cn|date=May 2025}} The brand is for Asus affordable, mid-range gaming products focusing on performance and durability.{{cn|date=May 2025}}
=== Sound cards === Asus released its first sound card, the Xonar DX, in February 2008. The Xonar DX was able to emulate the EAX 5.0 effects through the Asus GX software while also supporting Open AL and DTS-connect.<ref name="Xonar DX">{{cite news |last=ASUS |first=Official Website |title=Crystal Clear Audio Quality for Home Entertainment and Gaming |url=http://www.asus.com/News/SWUVwcEldIOPZ65T |access-date=3 October 2011 |date=28 February 2008 |archive-date=5 May 2013 |archive-url=https://web.archive.org/web/20130505094352/http://www.asus.com/News/SWUVwcEldIOPZ65T |url-status=live }}</ref> In July 2008 Asus launched the Xonar D1, which offered largely similar features to the Xonar DX but connected to the motherboard through the PCI interface instead of the PCI-E ×1 connection of the Xonar DX.<ref name="Xonar D1">{{cite news |last=ASUS |first=Official Website |title=ASUS Unveils Xonar D1 7.1 Audio Card: The High-fidelity PCI Variant to the Successful Xonar DX |url=http://www.asus.com/News/e24rAeVfuIBJo4rs/ |access-date=3 October 2011 |date=27 July 2008 |archive-date=4 May 2013 |archive-url=https://web.archive.org/web/20130504044216/http://www.asus.com/News/e24rAeVfuIBJo4rs/ |url-status=live }}</ref> Asus then released the Xonar HDAV 1.3, which was the first solution enabling loss-less HD audio bit streaming to AV receivers.<ref name="ASUS HDAV">{{cite news |last = ASUS |first = Official Website |title = ASUS Reveals Xonar HDAV1.3 Series Sound Cards with World's First Dolby TrueHD Bit-Stream Feature for the New Blu-ray Era |url = http://www.asus.com/News/bwEEp4YqqxPbCgIe/ |access-date = 3 October 2011 |date = 31 December 2008 |archive-date = 26 April 2013 |archive-url = https://web.archive.org/web/20130426063258/http://www.asus.com/News/bwEEp4YqqxPbCgIe |url-status = live }}</ref>
In May 2009, Asus launched the Essence ST sound card, targeted at high-end audiophiles, and featuring 124{{nbsp}}dB SNR rating and precision audio clock tuning.<ref name="Essence ST">{{cite news |last=ASUS |first=Official Website |title=Breaking the Boundaries in Sound Quality |url=http://www.asus.com/News/vVME4fRYwvKILC6y/ |access-date=3 October 2011 |date=15 May 2009 |archive-date=10 February 2012 |archive-url=https://web.archive.org/web/20120210131956/http://www.asus.com/News/vVME4fRYwvKILC6y |url-status=live }}</ref> In the same month, Asus refreshed the HDAV family by releasing the HDAV 1.3 slim, a card targeted for HTPC users offering similar functionality to HDAV 1.3 but in a smaller form.<ref name="HDAVS">{{cite news |last = ASUS |first = Official Website |title = ASUS Unveils New Xonar HDAV Slim Sound Card |url = http://www.asus.com/News/5KqyuL93cmEFZF0w/ |access-date = 3 October 2011 |date = 18 May 2009 |archive-date = 4 January 2012 |archive-url = https://web.archive.org/web/20120104080001/http://www.asus.com/News/5KqyuL93cmEFZF0w/ |url-status = live }}</ref> During Computex 2010, Asus introduced its Xonar Xense, an audio bundle composed of the Xense sound card and a special edition of the Sennheiser PC350 headset.<ref name="Xonar Xense">{{cite web |last=ASUS |first=Official Websiteq |title=Xonar Xense |url=http://www.asus.com/Multimedia/Audio_Cards/Xonar_Xense/#overview |publisher=ASUS |access-date=3 October 2011 |archive-url=https://web.archive.org/web/20110930014011/http://www.asus.com/Multimedia/Audio_Cards/Xonar_Xense/#overview |archive-date=30 September 2011 |url-status=dead }}</ref><ref name="Xonar Xense News">{{cite news |last=ASUS |first=Official Website |title=ASUS Covers all the Multimedia Bases at Computex 2010 |url=http://www.asus.com/News/GeR9KPwbVlLkbCqw/ |access-date=3 October 2011 |date=June 2010 |archive-date=4 May 2013 |archive-url=https://web.archive.org/web/20130504041116/http://www.asus.com/News/GeR9KPwbVlLkbCqw/ |url-status=live }}</ref> In August 2010, Asus released the Xonar DG sound card targeted at budget buyers and offering 5.1 surround sound support, 105{{nbsp}}dB SNR rating, support for Dolby headphone and GX 2.5 support for emulating EAX 5.0 technology.<ref name="Xonar DG">{{cite news |last=ASUS |first=Official Website |title=ASUS Unveils the Xonar DG Gaming Sound Card |url=http://www.asus.com/News/89GMZGutFh7FVqhq/ |access-date=3 October 2011 |date=August 2010 |archive-date=5 May 2013 |archive-url=https://web.archive.org/web/20130505144702/http://www.asus.com/News/89GMZGutFh7FVqhq/ |url-status=live }}</ref><ref name="Xonar DG Specs">{{cite web |last=ASUS |first=Official Website |title=Xonar DG Hear all, dominate all! |url=http://www.asus.com/Multimedia/Audio_Cards/Xonar_DG/#specifications |publisher=ASUS |access-date=3 October 2011 |archive-date=30 September 2011 |archive-url=https://web.archive.org/web/20110930025134/http://www.asus.com/Multimedia/Audio_Cards/Xonar_DG/#specifications |url-status=live }}</ref>
=== Asus Vivo PC line === Asus entered the box-PC market with the Vivo PC line in November 2013.<ref>{{cite web|url=http://press.asus.com/events/ASUS-vivo-pc.php |title=The ASUS Innovation Showcase at COMPUTEX 2013 |access-date=13 February 2016 |url-status=dead |archive-url=https://web.archive.org/web/20131007093439/http://press.asus.com/events/asus-vivo-pc.php |archive-date=7 October 2013 }}</ref> Asus Vivo PCs come without a pre-installed Windows operating system.
On 23 October 2013, Asus launched two models of VivoPCs in India.<ref>{{cite web |url = http://www.evyush.in/system/ASUS-launches-vivopc-mini-desktop-india-starts-rs-20550/1639/ |title = ASUS launches VivoPC mini desktop in India – starts at Rs. 20,550 |website = Evyush.in |date = 23 October 2013 |access-date = 23 February 2017 |archive-url = https://web.archive.org/web/20170223211936/http://www.evyush.in/system/ASUS-launches-vivopc-mini-desktop-india-starts-rs-20550/1639/ |archive-date = 23 February 2017 |url-status = dead |df = dmy-all }}</ref> VivoPC was initially announced with Intel Celeron processor equipped VM40B model. But in India, the company released VivoPC along with a new model called VC60 which is equipped with Intel Core series processors.<ref>{{cite web|title=VivoPC VC60 {{!}} Desktop|url=https://www.asus.com/Commercial-Desktop/VivoPC_VC60/|access-date=27 January 2021|website=ASUS Global|archive-date=4 March 2021|archive-url=https://web.archive.org/web/20210304220802/https://www.asus.com/Commercial-Desktop/VivoPC_VC60/|url-status=live}}</ref>
=== Portable monitors === In 2013, Asus released the MB168B, a USB 3.0-powered, portable external monitor. The base model shipped with a resolution of {{resx|1366x768}}, while the MB168B+ had a resolution of {{resx|1920x1080}}.<ref name="MB168B">{{cite web | url=https://www.asus.com/us/Monitors/MB168BPlus/ | title=MB168B+ {{pipe}} Monitors | access-date=30 July 2015 | archive-date=4 September 2015 | archive-url=https://web.archive.org/web/20150904073229/http://www.asus.com/us/Monitors/MB168BPlus/ | url-status=live }}</ref> At the time of its release, the MB168B+ was the only 1080p portable monitor. According to Asus, it is the "world's slimmest and lightest USB monitor".<ref name="MB168B" />
=== Desktop monitors === * ROG Swift OLED PG27UCDM( 4K, 27", QD-OLED, 240Hz ) <ref>{{Cite web |title=ASUS ROG Swift OLED PG27UCDM Review |url=https://www.rtings.com/monitor/reviews/asus/rog-swift-oled-pg27ucdm |access-date=2026-01-20 |website=RTINGS.com |language=en-US}}</ref><ref>{{Cite web |date=2025-05-30 |title=Asus ROG Swift PG27UCDM Review: The OLED Gaming Monitor to Beat |url=https://www.pcmag.com/reviews/asus-rog-swift-pg27ucdm?test_uuid=04IpBmWGZleS0I0J3epvMrC&test_variant=B |access-date=2026-01-20 |website=PCMAG |language=en}}</ref> * ROG Swift OLED PG32UCDM * ROG Swift OLED PG27AQDP * ROG Swift OLED PG27AQDM * ROG Swift OLED PG42UQ * ROG Swift OLED PG48UQ * ROG Swift PG279QM (2560x1440, 240 Hz, IPS) * ROG Swift PG27AQN (2560x1440, 360 Hz, IPS) * ROG Swift PG279Q<ref>{{cite web |url=https://www.theverge.com/2018/8/10/17655110/asus-rog-swift-pg279q-review-editors-choice |title=Editor's Choice: Asus ROG Swift PG279Q gaming monitor |last=Byford |first=Sam |date=10 August 2018 |website=[[The Verge]] |access-date=7 October 2018 |archive-date=7 October 2018 |archive-url=https://web.archive.org/web/20181007223054/https://www.theverge.com/2018/8/10/17655110/asus-rog-swift-pg279q-review-editors-choice |url-status=live }}</ref> * ROG Swift PG348Q * ROG Swift PG35VQ<ref>{{cite web|title=ROG SWIFT PG35VQ|url=https://www.asus.com/Monitors/ROG-SWIFT-PG35VQ/|website=ASUS Global|access-date=17 January 2018|archive-date=17 January 2018|archive-url=https://web.archive.org/web/20180117195306/https://www.asus.com/Monitors/ROG-SWIFT-PG35VQ/|url-status=live}}</ref> * ROG Swift PB27UQ * ROG Strix XG27AQ * ROG Strix XG27AQM * ROG Strix XG27AQMR * ROG Strix XG27AQV * MX34VQ * VZ279Q
=== Motherboards=== [[File:Q-connector.jpg|thumb|Q-Connector]] Asus motherboards sometimes include a '''Q-Connector''' which sits in between the [[motherboard]] front panel connectors and the front panel cables. The Q-Connector is marked with bigger text than the front panel connectors on the motherboard, as well as protruding from the motherboard, limiting obstruction from [[Heat sink|heatsinks]] and other connectors.<ref>{{cite web|title = Q-Connector|url = http://event.asus.com/2012/mb/tco_qr/pages/SuperiorDesign/Q-Connector.html|website = event.asus.com|access-date = 30 January 2016|archive-url = https://web.archive.org/web/20171219082825/http://event.asus.com/2012/mb/tco_qr/pages/SuperiorDesign/Q-Connector.html|archive-date = 19 December 2017|url-status = dead}}</ref><ref>{{Cite book|url=https://books.google.com/books?id=1makOxMl4ioC&pg=PA230|title=Building the Perfect PC|publisher="O'Reilly Media, Inc."|access-date=8 February 2022|archive-date=11 January 2022|archive-url=https://web.archive.org/web/20220111050448/https://books.google.com/books?id=1makOxMl4ioC&pg=PA230|url-status=live}}</ref>
The Q-connector allows the many front-panel connections to be removed as a single unit for maintenance. This greatly reduces the risk of incorrect connections when reassembling.<ref>Robert Bruce Thompson, Barbara Fritchman Thompson, ''Building the Perfect PC''. p. 230, O'Reilly Media, 2006 {{isbn|0596526865}}.</ref>
== Other initiatives == === Esports === Asus ROG has been an active advocate for [[esports]], having established some of its very own professional gaming teams.<ref>{{cite web|title=ROG Esports Team??ESPORT-TEAMS|url=https://rog.asus.com/esport-teams/|access-date=31 January 2021|website=ROG Esports Team??ESPORT-TEAMS|archive-date=28 January 2021|archive-url=https://web.archive.org/web/20210128114128/https://rog.asus.com/esport-teams/|url-status=live}}</ref>
In January 2021, ROG announced the establishment of a new esports academy in [[India]], with plans to scout and train professional gamers for the [[Counter-Strike: Global Offensive]] (CS:GO) PC game.<ref>{{cite web|last=Daniel|first=Joshua|title=ASUS ROG launches esports academy in India; scouting for CS: GO players – MEGPlay|work=MEGPlay |date=31 January 2021|url=https://megplay.com/asus-rog-esports-academy/|access-date=31 January 2021|archive-date=16 April 2021|archive-url=https://web.archive.org/web/20210416071823/https://megplay.com/asus-rog-esports-academy/|url-status=live}}</ref> The initiative will provide shortlisted gamers with coaching, gaming equipment, and [[stipend]]s to prepare them for competitive [[Esports|esports tournaments]] on both the national and international levels.<ref>{{cite web|title=Asus Is Looking for Gamers in India for E-Sports Training Programme|url=https://gadgets.ndtv.com/games/news/asus-rog-academy-programme-company-executive-shares-insight-recruitment-afk-gaming-esports-2360148|access-date=31 January 2021|website=NDTV Gadgets 360|date=31 January 2021 |archive-date=31 January 2021|archive-url=https://web.archive.org/web/20210131131126/https://gadgets.ndtv.com/games/news/asus-rog-academy-programme-company-executive-shares-insight-recruitment-afk-gaming-esports-2360148|url-status=live}}</ref>
== Environmental record == === GreenAsus === In 2000, Asus launched GreenAsus,<ref>{{cite web |url = http://green.asus.com/english |title = Green ASUS |publisher = Green ASUS |access-date = 1 June 2010 |archive-date = 22 August 2009 |archive-url = https://web.archive.org/web/20090822083917/http://green.asus.com/english/ |url-status = live }}</ref> a company-wide sustainable computing initiative overseen by a steering committee led by Jonney Shih, the Chairman of Asus.<ref name="forbes">{{Cite web |last=Woyke |first=Elizabeth |date=19 June 2013 |orig-date=26 April 2010 |title=The Big Deal: Asus' Jonney Shih |url=https://www.forbes.com/2010/04/24/netbook-computer-origins-intelligent-technology-asus.html |access-date=1 June 2026 |publisher=[[Forbes]]}}</ref> According to the company, Asus pursues green policies in "Design, Procurement, Manufacturing, and Marketing."<ref>{{cite web |title=ASUS Conferred World's First EuP Certification for Portable Notebooks for Its N Series Notebooks |url=http://green.asus.com/english/default.aspx?page=post&IDno=97&nkind=news |publisher=ASUS |year=2008 |access-date=28 March 2009 |quote=Green ASUS – which was initiated in 2000, pursues the "Four Green Home Runs" in the design and production of notebooks, namely: Design, Procurement, Manufacturing, and Service and Marketing. |archive-url=https://web.archive.org/web/20090220210114/http://green.asus.com/english/default.aspx?page=post&IDno=97&nKind=news |archive-date=20 February 2009 |url-status=dead }}</ref>
=== Recognition === In 2006, Asus obtained IECQ (IEC Quality Assessment System for Electronic Components) and HSPM (Hazardous Substance Process Management) certification for its headquarters and all of its manufacturing sites.<ref name="gms">{{cite web |url = http://green.asus.com/english/default.aspx?page=postl1&Idno=3 |title = GreenASUS Management System |year=2009|work=Official website|publisher=ASUSTeK Computer Inc.|access-date = 27 November 2009 |archive-url = https://web.archive.org/web/20080803042054/http://green.asus.com/english/default.aspx?page=postl1&Idno=3 |archive-date = 3 August 2008}}</ref>
In 2007, Oekom Research, an independent research institute specializing in corporate responsibility assessment, recognized Asus as a "highly environmental friendly company" in the "Computers, Peripherals and Office Electronics Industry".<ref name="greennews">{{cite web |url = http://green.asus.com/english/default.aspx?page=news |title = GreenASUS News and Awards|year=2009 |work=Official website |publisher=ASUSTeK Computer Inc. |access-date=27 November 2009 |archive-url = https://web.archive.org/web/20080803092057/http://green.asus.com/english/default.aspx?page=news |archive-date = 3 August 2008}}</ref>
In October 2008, Asus received 11 Electronic Product Environmental Assessment Tool ([[EPEAT]]) Gold Awards for its products,<ref>{{cite web|url=http://www.epeat.net/|title=EPEAT Registry|website=www.epeat.net|access-date=16 February 2009|archive-date=19 February 2009|archive-url=https://web.archive.org/web/20090219180024/http://www.epeat.net/|url-status=live}}</ref> including four of its N-Series notebooks, namely the N10, N20, N50, and N80. In the following month, it received [[Ecolabel#EU Ecolabel|EU Flower]] certification for the same N-Series notebooks at an award ceremony held in Prague.<ref name=greennews/> In December 2008, [[Det Norske Veritas]] conferred the world's first EuP (Energy-using Product) certification for portable notebooks on these machines.<ref name=greennews/>
=== Recycling campaign === In April 2008, Asus launched its "PC Recycling for a Brighter Future"<ref>{{cite web |url=http://pcworld.about.com/od/officehardware/ASUS-Intel-Team-up-for-PC-Rec.htm |archive-url=https://archive.today/20110815154436/http://pcworld.about.com/od/officehardware/ASUS-Intel-Team-up-for-PC-Rec.htm |url-status=dead |archive-date=15 August 2011 |title=ASUS, Intel Team up for PC Recycling in Taiwan |publisher=Pcworld.about.com |date=22 April 2008 |access-date=1 June 2010 }}</ref><ref>{{cite web |url = http://recycling.asus.com/ASUSRecycle/PageContentShow.aspx?page=AboutSite |title = ASUS Recycle |publisher = Asus |access-date = 1 June 2010 |url-status = dead |archive-url = https://web.archive.org/web/20100806003137/http://recycling.asus.com/AsusRecycle/PageContentShow.aspx?page=AboutSite |archive-date = 6 August 2010 |df = dmy-all }}</ref> program in collaboration with Intel and with Tsann Kuen Enterprise Co. The program collected more than 1,200 desktop computers, notebooks and CRT/[[LCD]] monitors, refurbished them and donated them to 122 elementary and junior high schools, five aboriginal communities and the [[Tzu Chi]] Stem Cell Center.
== Controversies == In September 2008, ''[[PC Pro]]'' discovered through a reader that Asus had accidentally shipped laptops that contained cracked and unlicensed software.<ref>{{cite web |first=Barry |last=Collins |title = ASUS ships software cracker on recovery DVD |url = http://www.pcpro.co.uk/news/224892/ASUS-ships-software-cracker-on-recovery-dvd.html |work=PC Pro |publisher=Dennis Publishing |date=17 September 2008 |access-date=21 June 2009 |quote = The startling discovery was made by a PC Pro reader whose antivirus software was triggered by a key cracker for the WinRAR compression software, which was located on the recovery DVD for his ASUS laptop. |archive-url = https://web.archive.org/web/20090627154147/http://www.pcpro.co.uk/news/224892/ASUS-ships-software-cracker-on-recovery-dvd.html |archive-date= 27 June 2009 |url-status = live}}</ref> Both physical machines and recovery CDs contained confidential documents from [[Microsoft]] and other organizations, internal Asus documents, and sensitive personal information including [[curriculum vitae|CVs]]. At the time, an Asus spokesperson promised an investigation at "quite a high level",<!-- Since this section now mentions HOW it happened, can we remove this? --><!-- Disagree, it helps the reader understand the ASUS response --> but declined to comment on how the files got on the machines and recovery media.<ref>{{cite web |url = http://www.pcpro.co.uk/news/224892/ASUS-ships-software-cracker-on-recovery-dvd.html |title = News: ASUS ships software cracker on recovery DVD |publisher = PC Pro |date = 17 September 2008 |access-date = 1 June 2010 |archive-date = 27 June 2009 |archive-url = https://web.archive.org/web/20090627154147/http://www.pcpro.co.uk/news/224892/ASUS-ships-software-cracker-on-recovery-dvd.html |url-status = live }}</ref> It was demonstrated that an unattended installation of Windows Vista could accidentally copy material from a flash drive with a parameter in the "unattend.xml" file on the personal flash drive being used to script the installation.<ref>{{cite web |first=Anthony |last=Cargile |title = ASUS Recovery DVD scandal: How it happened |url = http://thecoffeedesk.com/news/index.php/2008/09/20/ASUS-recovery-dvd-scandal-how-it-happened/ |work=The Coffee Desk |date=20 September 2008 |access-date = 18 February 2011| archive-url= https://web.archive.org/web/20110108213957/http://thecoffeedesk.com/news/index.php/2008/09/20/ASUS-recovery-dvd-scandal-how-it-happened/ |archive-date = 8 January 2011 |url-status= dead}}</ref>{{unreliable source?|date=May 2019}}
In February 2014, a security vulnerability in the AiCloud functions on a number of Asus routers was compromised to distribute a text file warning of a vulnerability, disclosed in June 2013, allowing the ability to "traverse to any external storage plugged in through the USB ports on the back of the router" via the open internet. Before making the vulnerability public, the researcher was told by Asus that the behavior was "not an issue", but the vulnerability was reportedly patched shortly before the breach.<ref>{{cite web|url=https://arstechnica.com/information-technology/2014/02/dear-asus-router-user-youve-been-pwned-thanks-to-easily-exploited-flaw/|title=Dear Asus router user: You've been pwned, thanks to easily exploited flaw|last=Goodin|first=Dan|date=17 February 2014|website=Ars Technica|access-date=17 May 2019|archive-date=17 May 2019|archive-url=https://web.archive.org/web/20190517153656/https://arstechnica.com/information-technology/2014/02/dear-asus-router-user-youve-been-pwned-thanks-to-easily-exploited-flaw/|url-status=live}}</ref> The IP addresses of 12,937 routers, and 3,131 AiCloud accounts were also leaked by the hackers.<ref name=":0" /> The U.S. [[Federal Trade Commission]] issued a complaint about the breach for the company's "failure to employ reasonable security practices has subjected consumers to substantial injury", alleging that Asus had also failed to perform basic [[penetration test]]s, allowed users to maintain a default admin password for the AiDisk feature and failed to notify users of security updates in a timely fashion. As a result, it was also deemed that Asus had [[False advertising|misled consumers]] over the security and protection that its routers provided. In February 2016, Asus settled the complaint, agreeing to implement a "comprehensive security program", including independent audits every two years for the next 20 years.<ref>{{cite web|url=https://arstechnica.com/information-technology/2016/02/asus-lawsuit-puts-entire-industry-on-notice-over-shoddy-router-security/|title=Asus lawsuit puts entire industry on notice over shoddy router security|last=Goodin|first=Dan|date=23 February 2016|website=Ars Technica|access-date=17 May 2019|archive-date=17 May 2019|archive-url=https://web.archive.org/web/20190517153654/https://arstechnica.com/information-technology/2016/02/asus-lawsuit-puts-entire-industry-on-notice-over-shoddy-router-security/|url-status=live}}</ref><ref name=":0">{{cite web|url=https://www.zdnet.com/article/asus-hit-by-ftc-with-20-year-audit-for-bungled-router-security/|title=ASUS hit by FTC with 20-year audit for bungled router security|last=Tung|first=Liam|website=ZDNet|access-date=17 May 2019|archive-date=1 April 2019|archive-url=https://web.archive.org/web/20190401054357/https://www.zdnet.com/article/asus-hit-by-ftc-with-20-year-audit-for-bungled-router-security/|url-status=live}}</ref>
{{Anchor|ShadowHammer}} In March 2019, [[Kaspersky Lab]] researchers disclosed a [[supply chain attack]] that affected the Asus Live Update software bundled on its laptops, dubbed '''ShadowHammer'''. Kaspersky stated that between June and November 2018, Asus servers had been compromised to distribute a modified version of Live Update, signed with an Asus [[digital signature|signature]], that contained a [[Backdoor (computing)|backdoor]]. It deployed a further payload if the device's network adapter matched an entry on an internal target list of around 600 [[MAC address]]es. In response to ShadowHammer, Asus released a patched version of Live Update with improved security measures. Kaspersky and Symantec estimated that between 500,000 and 1 million devices were infected with the backdoor, although Asus attempted to downplay the severity of the breach by noting the extremely targeted nature of the attack. The breach did not affect the similar, identically named software associated with its motherboards.<ref>{{Cite magazine|url=https://www.pcgamer.com/asus-unwittingly-pushed-out-malware-to-57000-pcs-security-firm-says/|title=Asus downplays reach of Live Update hack, issues a fix in latest version|last=Lilly|first=Paul|date=26 March 2019|magazine=PC Gamer|access-date=26 March 2019|archive-date=26 March 2019|archive-url=https://web.archive.org/web/20190326175751/https://www.pcgamer.com/asus-unwittingly-pushed-out-malware-to-57000-pcs-security-firm-says/|url-status=live}}</ref><ref>{{cite web|url=https://www.extremetech.com/internet/288283-asus-update-servers-pushed-malware-to-hundreds-of-thousands-of-pcs|title=Asus Live Update Pushed Malware to 1 Million PCs|website=ExtremeTech|date=25 March 2019 |access-date=26 March 2019|archive-date=26 March 2019|archive-url=https://web.archive.org/web/20190326122148/https://www.extremetech.com/internet/288283-asus-update-servers-pushed-malware-to-hundreds-of-thousands-of-pcs|url-status=live}}</ref><ref>{{cite web|url=https://www.zdnet.com/article/asus-releases-fix-for-live-update-tool-abused-in-shadowhammer-attack/|title=ASUS releases fix for Live Update tool abused in ShadowHammer attack|last=Cimpanu|first=Catalin|website=ZDNet|access-date=26 March 2019|archive-date=26 March 2019|archive-url=https://web.archive.org/web/20190326175751/https://www.zdnet.com/article/asus-releases-fix-for-live-update-tool-abused-in-shadowhammer-attack/|url-status=live}}</ref>
{{Anchor|Plead}} In April 2019, [[ESET]] disclosed that a group known as BlackTech had performed targeted attacks with malware known as Plead, distributed via the updater for the Asus WebStorage service. ESET stated that the group was likely using a [[man-in-the-middle attack]] via a vulnerability in routers, in combination with the updater using an unencrypted [[Hypertext Transfer Protocol|HTTP]] connection.<ref>{{cite web|url=https://arstechnica.com/information-technology/2019/05/asus-cloud-service-abused-to-install-backdoor-on-pcs/|title=Hackers abuse ASUS cloud service to install backdoor on users' PCs|last=Goodin|first=Dan|date=16 May 2019|website=Ars Technica|access-date=17 May 2019|archive-date=17 May 2019|archive-url=https://web.archive.org/web/20190517155627/https://arstechnica.com/information-technology/2019/05/asus-cloud-service-abused-to-install-backdoor-on-pcs/|url-status=live}}</ref>
In January 2022, Asus recalled some of its [[LGA 1700|Z690]] Maximus Hero motherboards due to a manufacturing flaw, where a RAM [[capacitor]] was installed backward—causing them to burn out associated [[MOSFET]]s and prevent the motherboard from detecting memory.<ref>{{cite web|last=Cunningham|first=Andrew|date=3 January 2022|title=Backwards capacitor causes fiery failure for some high-end Asus motherboards|url=https://arstechnica.com/gadgets/2022/01/backwards-capacitor-causes-fiery-failure-for-some-high-end-asus-motherboards/|access-date=3 January 2022|website=Ars Technica|archive-date=3 January 2022|archive-url=https://web.archive.org/web/20220103213235/https://arstechnica.com/gadgets/2022/01/backwards-capacitor-causes-fiery-failure-for-some-high-end-asus-motherboards/|url-status=live}}</ref>
Following the [[2022 Russian invasion of Ukraine|Russian invasion of Ukraine in 2022]], Asus initially refused to join a widespread withdrawal of businesses from the Russian market. In mid-March, the company did announce it was halting its operations in Russia, following a social media boycott and government pressure.<ref>{{Cite news |date=14 March 2022 |title=Taiwan's ASUS says Russia shipments at a halt, after Ukraine urges exit |work=Reuters |url=https://www.reuters.com/world/asia-pacific/taiwan-says-asus-will-evacuate-russia-after-ukraine-urges-exit-2022-03-14/ |access-date=19 April 2022}}</ref><ref>{{Cite web |title=channelnews : ASUS Bows To Pressure Pulls Out Of Supplying Russia, But Not Lenovo |url=https://www.channelnews.com.au/asus-pull-out-of-supplying-russia-but-not-lenovo/ |access-date=19 April 2022}}</ref>
In May 2023, Asus removed an application which was used to unlock the bootloader of its ROG and Zenfone phone lineup. While previously phones like the Zenfone 9 and ROG phone 7 were previously unlockable, the access to the application was removed, while Asus Support claimed it was "under maintenance", and after user workarounds, which used Asus servers to unlock the phone without the official Asus application, the servers were subsequently shut down.<ref>{{Cite news |date=13 November 2023 |title=You still cannot bootloader unlock and root the ASUS Zenfone 10 |url=https://www.androidauthority.com/asus-zenfone-10-bootloader-unlock-root-impossible-3384936/ |access-date=10 November 2025}}</ref>While the Zenfone 10 was never bootloader unlockable, it was still advertised as such, and Asus promised consumers, that the tool would be available again at certain vague deadlines over and over, until it finally admitted, that the bootloader will not be unlockable anymore. There was a large outrage amongst enthusiasts, because it limited their usage for the phone as Asus offers only two years of software support on its phones. Many attempted to return their product or sell it. There was even a lawsuit in the UK because of the broken promise of an unlockable bootloader, in which Asus lost.<ref>{{Cite news |date=5 April 2024 |title=ASUS refunds Zenfone buyer for failing to provide bootloader unlock tools as promised |url=https://www.androidauthority.com/asus-bootloader-unlock-settlement-3431818/ |access-date=10 November 2025}}</ref>
In April 2023, a post on the PCMasterRace [[subreddit]] began gaining popularity regarding the user's AMD [[Ryzen 7000|Ryzen 7 7800X3D]] CPU, which had visible burning, along with the [[CPU socket|socket]] of the Asus motherboard.<ref name=":1">{{Cite web |author1=Anton Shilov |date=22 April 2023 |title=Users Report Ryzen 7000X3D Chips Burning Out |url=https://www.tomshardware.com/news/amd-ryzen-7000x3d-burnout-reports |access-date=18 May 2023 |website=Tom's Hardware}}</ref> This sparked the attention of both people interested in PCs, who initially thought it was an issue with the 3D V-Cache Technology (as there had been previous user reports similar to this incident),<ref name=":1" /> as well as enthusiast YouTube channels such as Gamers Nexus, who ran tests to successfully recreate the burning of their CPU.<ref name=":2">{{Citation |title=We Exploded the AMD Ryzen 7 7800X3D & Melted the Motherboard | date=29 April 2023 |url=https://www.youtube.com/watch?v=kiTngvvD5dI |access-date=18 May 2023}}</ref> They realised that the cause of the burning was due to a voltage error in the BIOS. In May, Asus responded to the incidents by releasing a [[Beta software|Beta]] BIOS, which was supposed to fix the error. However, not only did the new BIOS not fix the issue; by installing it, the user voided their warranty as it was a Beta BIOS, which Asus clearly stated in the BIOS's description.<ref name=":2" /><ref>{{Citation |title=The Truth About AMD's CPU Failures: X-Ray, Electron Microscope, & Ryzen Burns | date=9 May 2023 |url=https://www.youtube.com/watch?v=fFNi3YNJXbY |access-date=18 May 2023}}</ref><ref>{{cite web |last1=Connatser |first1=Matthew |title=Asus in hot water in the midst of Ryzen 7000 malfunctions and warranty coverage |url=https://www.xda-developers.com/asus-ryzen-7000-motherboard-malfunction-warranty/ |website=XDA Developers |access-date=17 June 2023 |date=15 May 2023}}</ref> Later that month, Asus responded to the public backlash by reversing course, releasing a statement informing users that it will continue to honor warranty on motherboards that have been updated to beta BIOS versions, as well as extend motherboard warranty coverage to uses of [[AMD EXPO]], [[Intel XMP]], and [[DOCP]] memory overclocking technologies.<ref>{{cite web |last1=Norem |first1=Josh |title=Asus Reverses Course, Says Warranty Will Cover AM5 EXPO Settings, Beta BIOS Usage |url=https://www.extremetech.com/computing/asus-reverses-course-says-warranty-will-cover-am5-expo-settings-beta-bios |website=ExtremeTech |access-date=17 June 2023 |date=16 May 2023}}</ref><ref>{{cite web |last1=Ridley |first1=Jacob |title=Asus extends AM5 motherboard warranty to cover beta BIOSes and memory overclocking presets |url=https://www.pcgamer.com/asus-extends-am5-motherboard-warranty-to-cover-beta-bioses-and-memory-overclocking-presets/ |website=PC Gamer |access-date=17 June 2023 |date=16 May 2023}}</ref>
In May 2024, hardware reviewer ''Gamers Nexus'' sent a [[ROG Ally]] in for warranty repair due to a faulty thumbstick. Asus denied the warranty repair, claiming that the thumbstick issue was due to "customer-induced damage". Furthermore, Asus demanded a repair fee of US$191.47 for replacement of the LCD panel and the top case because of a "small mark" on the casing, despite it not being related to the original issue that the device was sent in under warranty for. Asus also stated that it would send the device back to Gamers Nexus in a "disassembled state" if it did not pay the repair fee.<ref name="NBC-RA-C">{{cite web |last1=van der Merwe |first1=Julian |title=Asus warranty déjà vu for broken ROG Ally thumb stick — YouTuber catches Asus attempting to dodge repair request over "tiny" mark |url=https://www.notebookcheck.net/Asus-warranty-deja-vu-for-broken-ROG-Ally-thumb-stick-YouTuber-catches-Asus-attempting-to-dodge-repair-request-over-tiny-mark.836191.0.html |website=NotebookCheck.net |access-date=27 May 2024 |date=12 May 2024}}</ref> Several days later, Asus honoured the warranty and performed the repair of the original issue under pressure from Gamers Nexus,<ref name="NBC-RA-C" /> as well as subsequently apologised for the poor service.<ref>{{cite web |last1=Kan |first1=Michael |title=Asus Apologizes for Heavily Criticized Warranty and Return Service |url=https://www.pcmag.com/news/asus-apologizes-for-heavily-criticized-warranty-and-return-service |website=PCMAG |access-date=27 May 2024 |date=16 May 2024}}</ref><ref>{{cite web |last1=Thubron |first1=Rob |title=Asus issues apology, promises changes after RMA and repair cost outrage |url=https://www.techspot.com/news/103038-asus-issues-apology-promises-changes-after-rma-repair.html |website=TechSpot |access-date=27 May 2024 |date=17 May 2024}}</ref>
Since August 2025, over 14,000 ASUS routers have been infected by KadNap [[malware]] in order to carry out cyberattacks worldwide,<ref>{{Cite web |date=2026-03-13 |title=Criminals hijack thousands of devices to create never-before-seen cyber weapon |url=https://www.the-independent.com/tech/security/cyber-weapon-kadnap-botnet-hijack-malware-b2937703.html |access-date=2026-03-13 |website=The Independent |language=en}}</ref> according to [[Lumen gentium|Lumen]]'s Black Lotus Labs. The malware evades traditional network monitoring by using a custom version of the [[Kademlia]] [[Distributed hash table|DHT]] protocol to conceal the malware's IP address. Over 60% of the infected devices are located in the US.<ref>{{Cite web |last=Lakshmanan |first=Ravie |date=2026-03-10 |title=KadNap Malware Infects 14,000+ Edge Devices to Power Stealth Proxy Botnet |url=http://thehackernews.com/2026/03/kadnap-malware-infects-14000-edge.html |access-date=2026-03-13 |website=The Hacker News}}</ref>
== See also == {{Portal|Taiwan|Companies|Technology}} * [[AAEON]] * [[ASMedia]] * [[ASRock]] * [[Biostar]] * [[DFI]] * [[Elitegroup Computer Systems]] * [[EVGA Corporation]] * [[Fastra II]] * [[Gigabyte Technology]] * [[Micro-Star International]] * [[List of companies of Taiwan]] * [[List of wireless router firmware projects]] * [[PEGATRON]] * [[Tomato (firmware)]]
== References == {{reflist}}
== External links == * {{Commons category inline}} * {{Official website}}
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