Asus, which developed Zenfone models that attracted attention with their cameras and screens in the period when Android phones rapidly entered our lives, is preparing to withdraw from the smartphone market. It was reported that the compact Zenfone 10, which debuted in the past months, will be the last model and the people working in this field will be directed to different departments.
Asus decided to cancel Zenfone brand
According to new reports from Taiwanese media, Asus has decided to discontinue its smartphone lineup following the launch of the Zenfone 10. The report cited an internal plan from Asus that laid out its plans to restructure its smartphone divisions.
According to the plan, some Zenfone employees will be moved to Asus’ gaming-focused ROG Phone department. Many Zenfone employees are also expected to be laid off.
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Although the Zenfone series has been part of Asus’ smartphone portfolio since 2014, it has struggled to gain significant market share compared to brands like Samsung and Apple. While new models such as the Zenfone 9 and 10 have been well received, the phones have not been profitable enough for Asus to sustain.
It should be noted that Asus does not officially sell in Turkey. Zenfone 10 will represent the last generation of this series. Asus is expected to focus its mobile efforts on the gaming-oriented ROG Phone.
The Zenfone series has been on shelves for almost a decade as an affordable alternative to flagships. Canceling this series will create a gap in the mid-range Android market.
