Reports are circulating that ASUS may be closing its Zenfone lineup, which has produced some of the most popular compact Android flagships on the market. According to a report from the media, ASUS is undergoing internal restructuring, which has resulted in the shutdown of the Zenfone division. Consequently, the latest ASUS Zenfone 10, a model that has received considerable acclaim, could be the last in the series.

Signs Leading Up to the Restructuring

ASUS recently halted the bootloader unlock capability for Zenfone users. Although the company stressed they aren’t permanently terminating this service, the tool remains unavailable. In another event that raised eyebrows, ASUS removed older Zenfone firmware versions from their official website. In response, community moderators mentioned the company’s intention to ensure users stay updated with the latest firmware.

While these incidents don’t directly confirm the division’s closure, they’ve fueled the rumors and speculations.

Zenfone’s Legacy in the Smartphone Market

The Zenfone series has been in existence since 2014, starting as budget-friendly devices and evolving into compact flagships with top-tier specs. However, despite their innovative approach, Zenfones never sold in vast quantities. ASUS’s global market share is estimated at a mere 0.26%. With such numbers, it’s evident that Zenfone’s contribution is only a fraction of this share.

On the upside, the ASUS Zenfone 10 has received outstanding reviews, particularly for its compact size and power-packed features:

  • Display: A pocket-friendly 5.9-inch, 144Hz AMOLED screen.
  • Processor: Powered by the Qualcomm Snapdragon 8 Gen 2.
  • Memory and Storage: Available with 8GB or 16GB RAM and storage options of 128, 256, or 512GB.
  • Battery: A reliable 4,300mAh battery.

Starting at $699.99, the Zenfone 10 offered Android users a robust compact phone experience. However, potential buyers might now be skeptical given the company’s apparent shift away from the series.

Future of ASUS in the Smartphone Arena

Although the Zenfone chapter might be ending, it does not signify ASUS’s complete exit from the smartphone market. Instead, the company seems to be channeling its resources towards the ROG Phone lineup. The Zenfone division employees are believed to have been absorbed into the ROG Phone team and other departments within ASUS.

This strategic move may be informed by the ROG phones’ niche appeal to gaming enthusiasts, presenting a higher potential for profitability in an oversaturated market.

ROG Phones to the Rescue?

The ROG Phone series, known for its gaming-centric features, has remained untouched by the ongoing organizational restructure. Fans can still anticipate the launch of newer models like the anticipated ROG Phone 8 and others in the future.

Compact Phone Options Diminishing

For users who prefer smaller phones, choices are becoming limited. Besides ASUS, only a few manufacturers like Samsung are producing compact phones with high-end specifications. However, there is a glimmer of hope as Google is rumored to be venturing into this segment with its upcoming Pixel 8, possibly featuring a smaller 6.1-inch display.


While the Zenfone series’ potential discontinuation is a significant blow to the compact phone market, consumers can still anticipate innovative offerings from ASUS, albeit in the gaming phone category. We await an official statement from ASUS regarding the Zenfone lineup’s fate and will provide updates once available.

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