Asus denies dropping Zenfone line

Recent murmurs suggest that ASUS may discontinue its Zenfone lineup following the release of Zenfone 10, opting instead to solely retain the ROG brand for mobile devices. In response to these speculative reports circulating the market, ASUS formally issued a statement today to refute such claims.

Per ASUS’s delineation, they will persist in maintaining both the Zenfone and ROG Phone product lines. The statement reads:

“We would like to address the rumor that ASUS Zenfone 10 will be the last generation of the series and the ASUS Zenfone product line will be shut down. This is not true. We will continue our two main phone business product lines, the ROG Phone and the Zenfone. ASUS has a strong commitment to our smartphone business and customers. Please reference our Q2 earnings call for more information. Please stay tuned for our 2024 product lineups. ”

Earlier this June, ASUS unveiled the Zenfone 10, offering a quintet of colors catering to diverse aesthetic predilections: Midnight Black, Dawn Green, Stellar Blue, Comet White, and Eclipse Red. It continues the compact design philosophy manifested in last year’s Zenfone 9, sporting a 5.9-inch AMOLED display. The phone has been upgraded to Qualcomm’s second-generation Snapdragon 8 platform, enhancing photographic capabilities and amplifying its array of features. It can aptly be dubbed the “iPhone mini of the Android domain.”

One salient critique of the Zenfone series revolves around its post-purchase support. ASUS merely offers two years of annual updates and a quadrennial software update, markedly abbreviated when juxtaposed against the conventional four-year annual updates provided by rivals. ASUS remains reticent about the sales figures of the Zenfone series, leaving the public in speculative darkness. Previous intel posits that ASUS has yet to realize profits from any Zenfone model, which might account for the apparent reluctance to allocate substantial resources to software support.