ASUS Zenfone 10 may be the last smartphone in the series, the company wants to shift focus to ROG Phone

According to Taiwanese media, ASUS has decided to discontinue the Zenfone series, which may make Zenfone 10 the last smartphone in the line.

According to insiders, ASUS is undergoing a significant organizational restructuring. This led to a reduction in the number of employees in the company’s computer technology department in Taiwan and China. Initially, it was planned to transfer them to the smartphone division, which is divided into Zenfone and ROG Phone teams, but many of these employees were laid off because the Zenfone division is to be liquidated.

The remaining employees will be transferred to other departments or integrated into the ROG Phone team. The move marks a shift in focus for ASUS towards ROG Phone gaming smartphones, as the Zenfone series has not been a significant player in the Android market. Despite the fact that the latest models, such as Zenfone 9 and Zenfone 10, received favorable reviews, the company failed to significantly increase their sales.

ASUS has yet to make an official statement on the discontinuation of the Zenfone series, but this development is consistent with previous reports of restructuring efforts.

By discontinuing the Zenfone series, ASUS will consolidate its resources and be able to focus more on the ROG Phone line. Given that the compact Zenfone 8, 9, and 10 models failed to significantly affect ASUS’s market share, increasing the supply of ROG Phone smartphones could boost sales among the already large audience of Republic of Gamers (ROG) devices. The latter has a large fan base and is better known than the Zenfone brand.