Asus Zenfone lineup of smartphones has gained a reputation for offering compact and powerful devices at competitive prices. However, the Zenfone division has reportedly shut down, and the Asus Zenfone 10 could be the last compact smartphone.
Asus Zenfone Division Merged With ROG Phone
According to reports, Asus has shut down and closed the curtain on its Zenfone division due to “organization restructuring”. The company’s mobile team has two divisions: Zenfone and ROG Phone. Some employees of the Zenfone division will merge into the ROG Phone team. The company had previously reorganized its workforce within the PC Division, and the smartphone division has undergone similar changes.
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Asus had promised employees that there would be no layoffs, but it looks like the company didn’t stick to its word. There have been indications that the Zenfone lineup could face the axe. The Taiwanese giant recently prevented users from unlocking the bootloader of their phones.
The company said it was a temporary move at the time, but now the older firmware packages for existing devices have been removed. The website is currently under maintenance, but users claim the package removal has been happening over the past few days.
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Asus Zenfone 10 Will Be The Last Zenfone Device
While the company has yet to provide any official statement regarding this decision, it would be unfortunate news if true. The Zenfone lineup was the last hope for Android enthusiasts who preferred a compact device with flagship specifications. It was a small-sized phone with powerful specifications that rivalled the likes of the Apple iPhone 13 mini and the Samsung Galaxy S23.
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Asus started the Zenfone series in 2014 but failed to make a mark in the industry for numerous reasons. The series was at its peak when the company released the Asus Zenfone Max Pro M1 budget device in India. It offered competitive specifications at an affordable price. However, the company decided to exit the budget segment after the sales of its successor dwindled.
As the company focuses on its ROG phone lineup, a small ray of hope still exists for those looking to purchase an Asus smartphone. However, the market for small phone buyers seems to be slowly shrinking and running out of options.
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