ASUS has come out and denied rumors that it will be discontinuing its Zenfone smartphone lineup with Zenfone 10 being the last generation in the series.
According to a report by a Taiwanese media outlet, ASUS was undergoing an organizational restructuring and would shut down the Zenfone division to focus more on its gaming-focused phone series, the ROG smartphone. The electronics company has however refuted these claims and confirmed that it will still be continuing with the two product lines: both the ROG and the Zenfone series.
In a statement released earlier addressing the rumors, ASUS says, “We would like to address the rumor that ASUS Zenfone 10 will be the last generation of the series and the ASUS Zenfone product line will be shut down. This is not true. We will continue our two main phone business product lines, the ROG Phone and the Zenfone. ASUS has a strong commitment to our smartphone business and customers. Please reference our Q2 earnings call for more information. Please stay tuned for our 2024 product lineups.”
If true, this means that we should still expect more from the Zenfone series especially with ASUS hinting of a 2024 release. The latest generation in the lineup, the Zenfone 10 is available on pre-order and is expected to launch in the US in the coming weeks.
While smartphones hold the lowest share in its total revenue as per the Q2 earnings report, ASUS may be seeking to focus on growth following an increase to 2% in total revenue in Q2 this year from under 1% in the same quarter in 2022.