ASUS likely caught wind of the rumor stating that the Taiwanese manufacturer will stop launching future Zenfone models after the Zenfone 10, which is why it has come out with a statement, quelling all previous reports that said that only the ROG Phone lineup will exist going forward.
ASUS says it will continue with its two main phone businesses, which are the Zenfone and ROG Phone
The company has given its statement below, saying that customers should stay tuned for its next models slated to arrive next year. Assuming the Zenfone 11 will be the official name of the next flagship, it will likely feature Qualcomm’s Snapdragon 8 Gen 3.
“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.”
The Zenfone 10 is ASUS’ current flagship and offers impressive hardware for the price, starting from $699, while offering a Snapdragon 8 Gen 2, ample amounts of internal storage, RAM, and giving users a clean interface called ZenUI. However, one of the biggest pitfalls of investing in a Zenfone was the support. ASUS only provides two years of annual and four years of software updates, which is poor compared to the competition, which can go up to as high as four years of annual updates.
ASUS has attempted to undercut the competition with its competitive pricing, but without any concrete data, we cannot provide an outlook on how the company is performing financially. However, during the time of the earlier rumor, there were claims that the Taiwanese manufacturer has not made a profit from any of its Zenfone launches, which could be why it continues to limit software updates to two years instead of matching the practices of other vendors.
Regardless, it is a positive development that the Zenfone lineup has not thrown in the towel because competition needs to exist for companies to continue churning out the best products that they possibly can.
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