History of ASUS
ASUS (ASUSTeK Computer Inc.) is one of the world’s leading PC and component brands, known for its motherboards, laptops, gaming hardware, and innovative designs. Founded in 1989 in Taipei, Taiwan, ASUS grew from a small engineering‑driven startup into a global technology powerhouse through quality, innovation, and a strong focus on performance‑oriented products.
1. Founding and Early Years (1989–1994)
ASUS was founded on April 2, 1989, in Taipei, Taiwan, by four former Acer engineers: T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T. Liao. At the time, Taiwan was emerging as a major hub for computer hardware, but many firms still relied on Western designs.
The founders set out to build high‑quality computer hardware based on in‑house engineering, not just assembly. The name ASUS comes from “Pegasus”, the winged horse of Greek mythology, symbolizing wisdom, knowledge, and power; it was shortened partly to appear earlier in alphabetical listings.
ASUS gained early recognition by designing a working motherboard for Intel’s 486 processor even before Intel had fully shared reference designs with Taiwanese manufacturers. This feat earned ASUS a reputation for engineering excellence and helped it secure strong relationships with Intel and other chipmakers.
2. Growth Through Motherboards and Components (1995–1999)
In the mid‑1990s, ASUS focused on motherboard manufacturing, quickly becoming one of the most reliable and innovative producers in the world. Its strict quality control, stability, and performance‑oriented designs set it apart from competitors.
By the late 1990s, ASUS had become:
One of the largest motherboard manufacturers globally
A key supplier to major PC brands
Known for low failure rates and robust designs
During this period, ASUS also expanded into graphics cards, optical drives, and other PC components, strengthening its position as a core supplier in the global hardware ecosystem.
3. Expansion into Laptops and Consumer Products (2000–2005)
In the early 2000s, ASUS began shifting from being primarily a component and ODM supplier to a consumer‑facing brand. It launched its own line of notebook computers, emphasizing portability, durability, and strong thermal design, often at competitive prices compared with Western brands.
ASUS notebooks gained popularity for:
Innovative cooling solutions
Long battery life
Solid build quality at mid‑range pricing
At the same time, ASUS continued serving as an Original Design Manufacturer (ODM) for other major brands, which helped fund its own brand expansion.
4. Corporate Restructuring and Brand Focus (2006–2009)
In 2006, ASUS restructured to sharpen its focus. The group split into three main entities:
ASUSTeK Computer Inc. – focused on branded consumer products (laptops, motherboards, networking, etc.)
Pegatron Corporation – focused on OEM/ODM manufacturing for other brands
Unihan Corporation – focused on non‑PC manufacturing
This separation allowed ASUS to concentrate on building its global brand identity, while Pegatron handled large‑scale manufacturing for external clients.
A landmark product of this era was the ASUS Eee PC, launched in 2007. This low‑cost, lightweight netbook became extremely popular worldwide and helped define the netbook category, especially among students and budget‑conscious users.
5. Innovation and Premium Product Development (2010–2014)
In the early 2010s, ASUS aggressively expanded into new categories:
Ultrabooks
Tablets
Smartphones
All‑in‑one PCs
ASUS gained attention for its Transformer series, which combined Android tablets with detachable keyboards, blending productivity and mobility.
In 2013, ASUS entered the high‑performance smartphone market with the ZenFone series, offering strong specs at competitive prices. This significantly boosted ASUS’s presence in Asian and European mobile markets.
6. Gaming Leadership and the Rise of ROG (2015–2018)
ASUS became a global leader in gaming hardware through its Republic of Gamers (ROG) brand, which had been introduced earlier but expanded dramatically during this period.
ROG products included:
Gaming laptops and desktops
High‑end graphics cards and motherboards
Gaming monitors and peripherals
ASUS also launched the TUF Gaming series, targeting durability and value for gamers and professional users. By the late 2010s, ASUS was widely recognized as one of the top gaming‑hardware manufacturers, competing with brands like MSI, Alienware, and Gigabyte.
7. Market Leadership and AI Integration (2019–2021)
ASUS continued pushing into premium and professional segments with:
ZenBook ultra‑thin laptops
ProArt series for creators and designers
Advanced cooling and display technologies
During the COVID‑19 pandemic, demand surged for laptops, networking gear, and home‑office equipment. ASUS responded by expanding production capacity and strengthening its global supply chain.
The company also began integrating AI‑driven features into its devices, such as intelligent cooling, performance optimization, and smart power management, laying the groundwork for AI‑ready PCs.
8. Recent Developments and Present Status (2022–Present)
In recent years, ASUS has focused on:
AI‑powered computing (Copilot+‑style AI PCs)
Next‑generation gaming hardware (ROG and TUF refreshes)
Creator‑focused devices (ProArt, ZenBook, OLED‑based laptops)
Sustainability and eco‑friendly manufacturing, including reduced carbon emissions and increased use of recycled materials in packaging and products
ASUS continues to lead in OLED displays, high‑refresh‑rate gaming laptops, and powerful AI‑ready systems. Today, ASUS operates in over 160 countries and is widely regarded as:
One of the world’s top PC and laptop manufacturers
A leading innovator in gaming and creator hardware
A trusted brand for both consumers and professionals
Conclusion
ASUS’s evolution—from a small Taiwanese engineering startup to a global technology leader—shows how a focus on innovation, quality, and performance can drive long‑term success. By excelling in components, expanding into consumer devices, and dominating the gaming market, ASUS has secured a strong position in the global tech industry and continues to shape the future of computing.
ASUS Products (Complete Overview)
ASUS’s ecosystem spans laptops, desktops, components, gaming gear, networking, smartphones, and enterprise solutions.
1. Laptops & Computers
A. Consumer & Premium Laptops
ZenBook Series
ZenBook
ZenBook Pro
ZenBook S
ZenBook Duo (dual‑screen)
ZenBook Flip (convertible)
ZenBook OLED
VivoBook Series
VivoBook
VivoBook Pro
VivoBook S
VivoBook Flip
VivoBook OLED
ASUS Laptop Series – entry‑level and student‑oriented laptops
Chromebooks
ASUS Chromebook
Chromebook Flip
Chromebook Detachable
B. Gaming Laptops
ROG (Republic of Gamers)
ROG Zephyrus
ROG Strix
ROG Flow
ROG Scar
ROG G‑series
TUF Gaming Laptops – value‑oriented, durable gaming laptops
C. Professional & Creator Laptops
ProArt StudioBook – creator‑focused laptops
ExpertBook – business‑oriented laptops
BR Series – education and rugged laptops
2. Desktop Computers & All‑in‑One PCs
A. Consumer Desktops
ASUS Desktop PCs
VivoPC
Mini PCs
B. Gaming Desktops
ROG Gaming Desktops
TUF Gaming Desktops
C. All‑in‑One PCs
ASUS AIO PCs
Zen AiO Series
Vivo AiO Series
D. Mini & Specialty PCs
ASUS Mini PC
PN Series Mini PCs
Chromebox
3. Smartphones & Mobile Devices
A. Smartphones
ZenFone Series – mainstream and mid‑range smartphones
ROG Phone Series – gaming‑focused smartphones
ASUS Max Series – budget line (now largely discontinued)
B. Tablets
ASUS Transformer Series – detachable‑keyboard tablets
ASUS Memo Pad – budget tablets
ZenPad Series – mid‑range Android tablets
Detachable tablets – 2‑in‑1‑style devices
4. PC Components
A. Motherboards
ROG Motherboards – high‑end gaming and enthusiast boards
TUF Motherboards – durable, value‑oriented boards
Prime Series – mainstream motherboards
ProArt Motherboards – creator‑oriented
Workstation Motherboards – for professional workloads
B. Graphics Cards (GPUs)
ROG Strix GPUs
TUF Gaming GPUs
Dual Series
Phoenix Series
Turbo Series
C. Cooling Solutions
Air coolers
Liquid coolers (AIO)
ROG & TUF cooling systems
D. Power Supplies (PSU)
ROG Power Supplies
TUF Gaming PSUs
ASUS Prime PSUs
E. PC Cases
ROG PC Cases
TUF Gaming Cases
5. Monitors & Displays
A. Consumer Monitors
ASUS Monitor Series
Eye Care Monitors – low‑blue‑light and flicker‑free displays
B. Gaming Monitors
ROG Swift
TUF Gaming Monitors
C. Professional Monitors
ProArt Displays
OLED Professional Monitors
6. Gaming Accessories (ROG & TUF)
Gaming keyboards
Gaming mice
Mouse pads
Gaming headsets
Gaming chairs
Capture cards
External GPUs (e.g., ROG XG Mobile)
7. Networking Products
A. Routers & Wi‑Fi
ASUS WiFi Routers
ROG Gaming Routers
Mesh WiFi (AiMesh)
WiFi 6 / WiFi 6E / WiFi 7 Routers
B. Network Adapters
USB WiFi adapters
PCIe network cards
C. Modems & Range Extenders
8. Storage & External Devices
External hard drives
External SSDs
Optical drives (DVD/Blu‑ray)
Docking stations
USB hubs
9. Audio & Video Products
Sound cards
Headphones & earphones
Speakers
Webcams
Capture devices
10. Smart & IoT Devices
Smart home routers
Smart displays
AI‑powered devices
Smart collaboration tools
11. Enterprise & Professional Solutions
Servers
Workstations
Data center solutions
Cloud infrastructure
AI computing systems
Industrial PCs
12. Education & Commercial Products
Education laptops (e.g., BR Series)
Digital signage
Commercial displays
POS systems
13. Legacy / Discontinued Products
Eee PC (netbooks)
ASUS PDA devices
Early feature phones
Older tablets and netbooks
Summary
ASUS products today span:
Laptops and PCs (ZenBook, VivoBook, ROG, TUF, ProArt, ExpertBook)
Gaming hardware (ROG and TUF ecosystems)
Smartphones (ZenFone, ROG Phone)
PC components (motherboards, GPUs, cooling, PSUs, cases)
Networking (routers, mesh, adapters)
Enterprise and AI solutions (servers, workstations, cloud, industrial PCs)
ASUS is unique among major brands in designing nearly every part of a computer ecosystem, from motherboards and GPUs to laptops, gaming phones, and AI‑ready systems.
