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Updated: ASUS says it isn’t shutting down Zenfone division

Company will keep making Zenfone and ROG Phone products.

A collection of cell phones are present.

UPDATE 8/29/2023: ASUS has released a statement saying that the Zenfone product line will continue to live on alongside the ROG Phone lineup. It says it has a strong commitment to its smartphone business and customers, and we can expect more products in 2024. Original reporting follows below.

ASUS Zenfone 10 made its global debut back in late June, and just made its way into the United States. ASUS recently opened the pre-orders for the Zenfone 10. 

But the latest report suggests ASUS Zenfone 10 marks the end of the series, as the company may have pulled the plug on the lineup. 

No more Zenfone models from ASUS

Technews Taiwan has reported that ASUS is in the process of internal restructuring, and due to that, the company is shutting down certain departments. One of the unfortunate victims of this shutdown is the Zenfone division, which has reportedly been shut down.

Employees from the said division have been absorbed into the ROG Phone team and other parts of the business.

The report further states the Zenfone 10 will be the last Zenfone from ASUS. There will be no successor next year. The report also discusses other incidents from earlier this month, when ASUS stopped Zenfone owners from bootloader unlocks.

asus zenfone 10 leak
Image: KnowTechie via Evan Blass

However, the company stated that they are not going to block bootloader unlocking. The tool is currently unavailable. 

Another incident happened a few weeks ago when ASUS community members noticed that ASUS had removed all the older Zenfone firmware from its website. The community moderator stated that ASUS is not providing older firmware versions or downgrade packages to ensure users remain on up-to-date firmware.

These incidents don’t really point to the shutdown of ASUS’s Zenfone division. But they do indicate something fishy was going on all this time. 

While the report is yet to be confirmed by ASUS, we would hate to see the demise of the ASUS Zenfone line. Its absence will also make a dent in the Android ecosystem, although we expect to see more ROG gaming phones from the brand.

Unfortunately, this might be the final nail in the coffin of compact phones.

Have any thoughts on this? Drop us a line below in the comments, or carry the discussion to our Twitter or Facebook.

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Saurav loves writing and tech. So, after engineering, he didn't look back and embarked on a journey to become a tech writer. Saurav has worked for various tech websites across the globe. Saurav has recently joined Know Techie and is proud to be a part of it.

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