It seems that the Asus Zenfone series might be coming to an end with the upcoming Asus Zenfone 10. Reports from Taiwan’s TechNews suggest that the company is going through some big changes, which initially involved shifting employees from the PC department to the smartphone division. However, this move resulted in layoffs instead of the expected restructuring.
Asus’ mobile division has two teams: one working on the Zenfone series and the other on the ROG Phone series. Insider sources revealed that due to the restructure, the Zenfone 10 will be the final phone in its lineup. But don’t worry, it doesn’t look like Asus is completely saying goodbye to the smartphone market, unlike LG did in 2021. There’s a hint that the ROG Phone department might be a safe haven for some employees, indicating that the gaming-oriented phones are not in danger, at least for now.
The news of the Zenfone series’ end might come as a surprise, especially since the latest Zenfone has just become available for pre-order in the United States. It’s been on the market in other regions for a few months already, so this decision might have been brewing for some time.
Asus holds a tiny share of about 0.26% in the global smartphone market, and the Zenfone series likely occupies an even smaller fraction of that percentage. The company’s focus on keeping the ROG phones alive makes sense. These gaming smartphones are made for a particular group of people and cost more, which makes them a more profitable choice in a market with a lot of competition.
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If these reports hold true, it’s quite a disappointment. Asus has been one of the rare companies making compact Android phones for those who prefer easy portability over larger screens. In fact, our senior writer, Richard Priday, gave the latest Zenfone 10 a glowing 4.5-star rating in our review. It boasts a 5.9-inch, 144Hz AMOLED screen, making it incredibly pocket-friendly. The phone runs on the powerful Qualcomm Snapdragon 8 Gen 2 processor with either 8GB or 16GB of RAM, and a 4,300mAh battery keeps things ticking. With options for 128GB, 256GB, or 512GB of storage, prices start at $699.99.
“If Android’s the software for you and small phones are your preference, there’s little else that would suit you better than the Zenfone 10,” concluded Richard Priday.
However, with the possibility of Asus moving away from the Zenfone series, some might hesitate to invest in it now. The silver lining is that Asus has committed to providing two Android updates and four years of security patches, which could still make it a worthwhile choice if you’re considering compact phones. Just keep in mind that you might need to switch brands when it’s time for an upgrade.