ASUS

Corporate brand

Taiwanese multinational technology brand known for computer components, PCs, gaming hardware, displays, networking products, and mobile devices.

Last updated November 3, 2026

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Overview

ASUS, formally ASUSTeK Computer Inc., is a Taiwanese multinational technology company headquartered in Taipei. It develops and sells a broad range of computer hardware and consumer electronics, including motherboards, graphics cards, laptops, desktop computers, monitors, networking equipment, servers, workstations, tablets, smartphones, peripherals, wearables, projectors, optical drives, and computer components. The company also operates as an original equipment manufacturer for selected technology products. ASUS was established in Taipei in 1989 by four former Acer hardware engineers: Tzu-Hsien Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao. Its early reputation was built on motherboard engineering. A frequently cited formative episode involved the company developing a motherboard compatible with Intel's 486 processor despite initially lacking access to a working processor sample. ASUS's prototype reportedly helped Intel resolve a motherboard issue, strengthening the relationship between the two companies and contributing to ASUS's later access to Intel engineering samples. The brand expanded from components into complete computing systems during the 1990s and 2000s. Its Eee PC netbook, introduced in 2007, became one of the company's most visible products and helped popularize small, inexpensive portable computers. ASUS subsequently broadened the Eee family into compact desktops, all-in-one computers, tablets, and accessories. The company also entered adjacent categories such as LCD televisions, optical media, networking products, servers, and mobile devices. ASUS has developed several differentiated product families. ZenBook emphasizes thin and premium laptops, while VivoBook generally targets mainstream consumers. ExpertBook and related business products serve professional and enterprise users. ProArt products are aimed at creative professionals. Republic of Gamers, commonly abbreviated ROG, was introduced as a gaming-focused ASUS brand in 2006 and covers laptops, desktops, graphics hardware, monitors, peripherals, accessories, and mobile gaming devices. TUF Gaming places greater emphasis on durability and value-oriented gaming equipment. The company entered smartphones with the ZenFone family in 2014 and later created the ROG Phone line for gaming-oriented mobile users. ASUS also produced hybrid PadFone devices that combined smartphones with tablet docks, and it manufactured Google's Nexus 7 tablets in two generations. Its mobile activity has been narrower than its PC and component businesses, but the ROG Phone series extended the ROG ecosystem into handheld and mobile gaming. In 2008, ASUS restructured its operations into separate businesses. The branded ASUS business focused on first-party computers and electronics, while Pegatron concentrated on original equipment manufacturing and components, and Unihan handled selected non-PC manufacturing activities. Pegatron was subsequently spun off from ASUS in 2010. ASUS remains publicly listed on the Taiwan Stock Exchange and is recognized as one of the world's major personal-computer vendors. Its market identity combines engineering-led component expertise, broad PC coverage, gaming specialization, and increasingly powerful creator and enterprise offerings.

History

ASUS was founded in Taipei in 1989 by Tzu-Hsien Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao, four engineers who had previously worked at Acer. Taiwan's hardware industry was still developing, and local companies often received new processor technology later than larger international manufacturers. ASUS's early engineering work focused on motherboards, an area that became central to its identity and later global expansion. The company has described an important early relationship with Intel. ASUS developed a motherboard prototype for Intel's 486 processor despite not initially having direct access to a working processor sample. After ASUS approached Intel, its prototype reportedly helped address a problem affecting Intel's own motherboard design. The successful result helped ASUS gain access to Intel engineering samples ahead of many competitors and supported its reputation as a technically capable motherboard manufacturer. During the 1990s and early 2000s, ASUS broadened its component portfolio and began moving into complete systems. It developed desktop computers, notebooks, optical storage, networking equipment, displays, servers, and other electronics. In 2005 it released a PhysX accelerator card, and later that year it entered the LCD television market. In 2006 it announced a collaboration with Lamborghini for a premium notebook series and was identified as an early manufacturer of Microsoft's Origami ultra-mobile PC concept. ASUS made one of its most important consumer moves at Computex in 2007 with the launch of the Eee PC. The small, inexpensive netbook attracted extensive attention and received numerous technology and consumer awards. ASUS expanded the Eee name into compact desktop computers, all-in-one systems, controllers, tablets, and related products. The line helped the company reach a much broader consumer audience, although the Eee PC business declined as tablets and ultrabooks gained popularity. ASUS ended Eee PC production in January 2013. In January 2008, ASUS reorganized its business into three independent companies. The ASUS-branded operation concentrated on first-party computers and electronics, Pegatron focused on original equipment manufacturing and motherboard and component production, and Unihan concentrated on selected non-PC manufacturing activities. The restructuring included a controversial pension-plan change. Pegatron was later spun off in June 2010, leaving ASUS more focused on its branded technology business. ASUS entered the Android ecosystem as a member of the Open Handset Alliance in 2008. It also worked with Garmin on a series of Garmin-ASUS smartphones before the partnership ended in 2010. The company introduced thin notebooks, tablets, convertible computers, and other mobile products during this period. ASUS manufactured Google's Nexus 7 tablets in two generations, giving it a prominent role in the Android tablet market. The ZenFone smartphone family was launched in 2014, followed by the ZenWatch smartwatch later that year. ASUS continued to release ZenFone generations and related devices, including the hybrid PadFone range, which combined a smartphone with a tablet docking shell. In 2016 the company expanded the ZenFone 3 family, while in 2018 it launched the ROG Phone. The latter brought the Republic of Gamers identity from PCs and components into dedicated mobile gaming hardware. Gaming has become a major part of ASUS's brand architecture. Introduced in 2006, Republic of Gamers covers high-performance laptops, desktops, motherboards, graphics cards, monitors, peripherals, accessories, and phones. TUF Gaming provides a more value-oriented and durability-focused gaming proposition. ASUS has also developed creator-oriented ProArt products and business-focused ExpertBook systems, allowing it to address professional and enterprise segments alongside consumers. In 2022 ASUS introduced a revised corporate logo. In 2023 it entered the growing PC gaming-handheld category with the ROG Ally. The company has remained a major global PC vendor and a leading motherboard and graphics-card supplier. Its present business combines branded computing devices, components, gaming systems, displays, networking products, servers, peripherals, and selected mobile products, with Taiwan remaining its corporate base and global markets serving as its principal commercial reach.

2023
ROG Ally enters the gaming-handheld market
[1]Asusen.wikipedia.org
ASUS launched the Windows-based ROG Ally handheld gaming computer.
2022
ASUS unveils a new corporate logo
[1]Asusen.wikipedia.org
The company introduced a revised visual identity and logo.
2018
ROG Phone launches
[1]Asusen.wikipedia.org
ASUS brought its gaming brand to smartphones with the first ROG Phone.
2014
ZenFone and ZenWatch expand the mobile portfolio
[1]Asusen.wikipedia.org
ASUS launched the ZenFone smartphone family and introduced ZenWatch later in the year.
2013
Eee PC production ends
[1]Asusen.wikipedia.org
ASUS discontinued the Eee PC series amid changing consumer demand.
2010
Pegatron is spun off
[1]Asusen.wikipedia.org
ASUS completed the separation of Pegatron from the parent company.
2008
Three-way corporate restructuring
[1]Asusen.wikipedia.org
ASUS separated its branded, OEM, and non-PC manufacturing activities into ASUS, Pegatron, and Unihan.
2007
Eee PC launches
[1]Asusen.wikipedia.org
The Eee PC netbook line debuted at Computex and became a major consumer success.
2006
Republic of Gamers brand is introduced
[1]Asusen.wikipedia.org
ASUS established ROG as a gaming-focused brand covering computer hardware and systems.
2005
Entry into accelerator cards and LCD televisions
[1]Asusen.wikipedia.org
ASUS released a PhysX accelerator card and entered the LCD television market.
1989
ASUS is founded in Taipei
[1]Asusen.wikipedia.org
Four former Acer hardware engineers establish ASUS and begin developing computer components, especially motherboards.

Products and positioning

A broad, engineering-led technology brand spanning PC components, mainstream and premium computing, gaming systems, creator hardware, enterprise equipment, and selected mobile products.

Gaming hardware and systems · 2006
Republic of Gamers
Republic of Gamers is ASUS's gaming ecosystem, introduced in 2006. It includes gaming laptops, desktops, motherboards, graphics cards, monitors, peripherals, accessories, and mobile devices. ROG products generally emphasize high performance, advanced cooling, gaming-oriented displays, aggressive industrial design, and software features for enthusiast users.
Premium laptops
ZenBook
ZenBook is ASUS's premium thin-and-light notebook family. The range focuses on portability, industrial design, high-resolution displays, and productivity features, and has served as one of the company's principal alternatives to other premium ultraportable computer lines.
Consumer computers
VivoBook
VivoBook is a broad consumer computing family covering laptops and related desktop, all-in-one, mini-PC, tablet, and wearable products under the wider Vivo portfolio. It generally targets mainstream users with a mix of affordability, portability, everyday performance, and varied form factors.
Gaming computers and components
TUF Gaming
TUF Gaming is ASUS's gaming line positioned around durability, dependable performance, and comparatively accessible pricing. It spans laptops, desktops, motherboards, graphics cards, monitors, peripherals, and accessories, providing a less luxury-oriented alternative to ROG while retaining gaming specifications.
Creator hardware
ProArt
ProArt products are designed for creative professionals and demanding content-production workloads. The portfolio includes laptops, desktops, displays, motherboards, graphics products, and peripherals intended for applications such as video production, photography, design, and three-dimensional work.
Netbooks · 2007
Eee PC
Eee PC was ASUS's small, low-cost notebook family launched in 2007. It helped popularize netbooks internationally and generated related Eee products, including compact desktops and tablets. The notebook line was discontinued in 2013 as consumers increasingly moved toward tablets and ultrabooks.
Smartphones · 2014
ZenFone
ZenFone is ASUS's principal smartphone family, introduced in 2014. The line has included standard, camera-focused, large-battery, compact, and premium models, using processors from Intel in early generations and Qualcomm or MediaTek platforms in later products.
Gaming smartphones · 2018
ROG Phone
ROG Phone is a gaming-focused smartphone family launched in 2018. It extends the ROG ecosystem through high-performance mobile hardware, gaming displays, specialized controls, cooling solutions, software tools, and compatible accessories.
Handheld gaming computers · 2023
ROG Ally
ROG Ally is a Windows-based handheld gaming computer introduced in 2023. It combines a built-in display and controls with PC game compatibility and is positioned in the growing handheld market alongside products such as Valve's Steam Deck.
Computer components · 1989
Motherboards and graphics cards
Motherboards and graphics cards remain foundational ASUS categories. The company serves desktop builders, gaming enthusiasts, workstations, and enterprise users through multiple sub-brands and performance tiers, including ROG, TUF Gaming, ProArt, and mainstream ASUS offerings.

Controversies

2022
Asus recalls affected Z690 Hero motherboards
Asus issued a recall after reports that some Z690 Hero motherboards were melting, burning, or producing smoke. Asus said the issue potentially affected specific units manufactured in 2021 and provided customers with ways to check whether their hardware was affected.
Source
2021
Consumer complaint about ASUS motherboard repairs and warranty
In July 2021, a consumer complaint concerning ASUS motherboards was reported. According to the consumer, a replacement ASUS motherboard continued to malfunction after repeated service visits, and the consumer questioned how the repairs and warranty were handled. The complaint consists of the consumer's allegations; no independent determination of the claims is stated in the source. The report identifies the brand as ASUS and centers on the consumer's experience with the replacement motherboard and the service process.
Source
2021
ASUS responds to inconsistent warranty extensions after repairs
After customers reported inconsistent warranty extensions following repairs, ASUS said it would review the records centrally and add warranty coverage for eligible customers; customers could contact customer service to obtain a new warranty date.
Source
2020
Google pushes temporary fix for ChromeOS update issue
Google pushed out a temporary fix after a ChromeOS update caused excessive CPU utilization and affected devices to become very hot. The article says Google planned a permanent fix via a future update.
Source
2020
USITC to investigate Neodron patent allegations against technology companies
The US International Trade Commission said it would investigate whether touchscreen devices made by Apple, Amazon and other companies involved alleged patent infringement. Neodron had alleged that the companies infringed four patents it owned; the source reports the investigation was to follow Neodron's February lawsuit.
Source
2020
Elite Gaming Technology files patent suits against three computer hardware makers
Elite Gaming Technology filed three patent infringement suits in the Texas Eastern District Court against ASRock, AsusTek Computer and Micro-Star International, alleging that the companies infringed its patents.
Source
2008
Controversy over pension-plan restructuring
ASUS's 2008 restructuring included a pension-plan change that was heavily criticized because existing pension balances were effectively reset. The company paid employees the contributions made previously, but the change generated employee and public criticism.
Source

2013In Search of Incredible
Global
ASUS adopted the long-running 'In Search of Incredible' platform to frame its products around ambitious design, engineering, and user experiences.
Source
2009Inspiring Innovation Persistent Perfection
Global
This brand message emphasized continuous innovation and product refinement during ASUS's expansion across PCs and electronics.
Source
2003Rock Solid. Heart Touching
Global
ASUS used the slogan to present the brand as combining dependable engineering with an emotionally resonant consumer experience.
Source

Brand decisions

2023
Launch the ROG Ally handheldProduct launch
Background
Portable PC gaming became a distinct consumer category following the emergence of high-profile handheld gaming computers.
Action taken
ASUS released the ROG Ally, a Windows handheld with integrated controls and a high-refresh-rate touchscreen.
Aftermath
The launch extended the ROG brand into a new form factor and positioned ASUS against established and emerging handheld PC competitors.
Source
2018
Extend ROG into mobile gamingProduct launch
Background
Mobile gaming was becoming an important hardware category, and ASUS had an established gaming identity through Republic of Gamers.
Action taken
ASUS introduced the first ROG Phone, creating a dedicated gaming-smartphone product direction.
Aftermath
Subsequent ROG Phone generations expanded ASUS's gaming ecosystem beyond conventional PCs and accessories.
Source
2014
Enter the mainstream smartphone market with ZenFoneProduct launch
Background
ASUS sought to extend its hardware brand beyond PCs and components into fast-growing mobile devices.
Action taken
The company launched the first ZenFone generation at CES, including ZenFone 4, ZenFone 5, and ZenFone 6 models.
Aftermath
ZenFone became ASUS's principal smartphone family and was later supplemented by the gaming-focused ROG Phone line.
Source
2013
Discontinue the Eee PC lineStrategy
Background
Demand for netbooks declined as tablets and ultrabooks became more attractive to consumers.
Action taken
ASUS ended production of the Eee PC series in January 2013.
Aftermath
The company continued to address portable computing through VivoBook, ZenBook, Chromebook, and convertible product families.
Source
2008
Separate branded, OEM, and non-PC operationsStrategy
Background
ASUS sought to clarify its operating structure as it expanded beyond component manufacturing into branded computers and consumer electronics.
Action taken
The company reorganized activities into ASUS, Pegatron, and Unihan, assigning branded products, OEM manufacturing, and selected non-PC manufacturing to separate entities.
Aftermath
Pegatron was later spun off in 2010, while ASUS concentrated more directly on its own branded technology businesses.
Source

Recent events

2025
Nokia files patent lawsuit involving ASUS[1]Asusen.wikipedia.org
Lawsuit
Nokia sued ASUS, Acer, and Hisense in the United States over alleged infringement involving video-streaming technologies.
2025
ASUS reported strong 2024 financial results[9]ASUS reported strong 2024 financial resultsfinance.sina.com.cn
Other
A financial report published in March 2025 said ASUS recorded 2024 revenue of NT$548.534 billion, operating profit of NT$27.45 billion, and net profit of NT$31.394 billion. The report also said Asia accounted for 47% of revenue.
2024
ASUS remained a major global PC supplier[10]ASUS remained a major global PC supplierzh.wikipedia.org
Other
Reference material citing Gartner placed ASUS among the world’s leading personal-computer suppliers in the fourth quarter of 2024.
2023
ASUS unveils the ROG Ally handheld[1]Asusen.wikipedia.org
Product launch
ASUS released the ROG Ally, a Windows-based gaming handheld positioned against devices such as Valve's Steam Deck.
2023
ROG presents a virtual product launch at CES 2023[11]ROG presents a virtual product launch at CES 2023press.asus.com
Campaign · Product launch
ASUS’s ROG team presented more than twenty products in a global virtual launch associated with CES 2023, reflecting the continued use of digital events after the pandemic.
2018
ASUS launches ROG Phone[1]Asusen.wikipedia.org
Product launch
The company introduced the ROG Phone, extending its Republic of Gamers gaming ecosystem into smartphones.
2018
Jerry Shen leaves ASUS chief executive role[1]Asusen.wikipedia.org
Leadership change
Jerry Shen announced his departure as ASUS chief executive during a broader management and strategy transition.
2014
ASUS introduces the ZenFone smartphone family[1]Asusen.wikipedia.org
Product launch
The ZenFone line was formally introduced at CES, marking a major expansion of the ASUS mobile-device portfolio.
2013
ASUS ends Eee PC production[1]Asusen.wikipedia.org
Product generation
ASUS discontinued the Eee PC line as demand shifted toward tablets and ultrabooks.
2008
ASUS announces corporate restructuring[1]Asusen.wikipedia.org
Other
The company announced a division of its operations into ASUS, Pegatron, and Unihan businesses.

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