Asus stops producing Zenfone smartphones

It is possible that the Asus Zenfone 10 will be the last in the series. Zenfone is at risk of falling victim to internal transformations.

Another player is threatening to disappear from the world of smartphones. Taiwan technology news Reports indicate that Asus is considering discontinuing its Zenfone smartphone line. The Taiwanese company is in the process of internal restructuring and its smartphone division may become one of the victims. The news has not been confirmed by Asus itself.

Compact flagship

At the end of June, Asus released the 10th generation Zenfone phone. The device was typical of the Zenfone brand, a compact device with a size of 5.9 inches, but it could get along with the large devices in the market in terms of specifications. The Zenfone 10 should be a direct competitor to the Samsung Galaxy S23. At launch, there was no indication that the device could be the last of its kind.

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Limited role

It’s still not clear why Asus would suddenly want to shut down its Zenfones. The numbers show that Asus is only playing a limited role in the smartphone space. according to statistics Asus’ market share has fallen from nine to less than three percent since 2018. In global market reports, the brand is often included in the “remaining group”.

The disappearance of the Asus Zenfone thus shows how difficult it is for players with limited market share to maintain their competitive market share. There is still a future within the company for employees. They will be transferred to other subsidiaries such as the ROG division, the gaming brand that Asus wants to continue launching smartphones under.