Asus launched its first generation of Zenfones back in 2014, starting with the Zenfone 4. The latest generation of Zenfone is the Zenfone 10, which was released in July 2023.
This phone didn’t launch in Malaysia, but the company recently opened up pre-orders in the United States. The phone is also available in India and in Europe.
UPDATED: Asus has issued a statement, saying that it will continue to produce Zenfone smartphones.
However, the Zenfone 10 might mark the conclusion of the Zenfone series, as indicated by a news article stating that Asus has decided to discontinue the series.
According to a Taiwanese media, TechNews, Asus executed an “organisational restructuring” that reduced the workforce in its PC division across Taiwan and China.
An internal communication from Asus reportedly showed intentions to transfer numerous employees to the mobile phone divisions of the company—separated into Zenfone and ROG Phone categories—but instead, these employees were laid off.
This occurrence seems to be a consequence of Asus terminating its Zenfone division and opting to reallocate these staff members to alternate departments or the ROG Phone unit.
According to the (translated) report, an individual familiar with the situation indicated that Asus’s mobile phones were categorised into the ROG and Zenfone series.
However, with the introduction of the Zenfone 10, it appears that this series will conclude, and the Zenfone team will be integrated into other departments moving forward, potentially even directly into the ROG team.
If this news is true, it’s regrettable to see another competitor in the Android arena exiting the scene. Asus has been manufacturing potent and compact Android smartphones, a rarity in the current market landscape.
Both the Zenfone 9 and 10 have garnered favourable feedback from enthusiasts and critics alike.
