Over the past two days, some rumors went viral on the internet. Indicating that Asus would evaluate the consolidation of its phone departments, with a possible merge of its Zenfone division into the ROG phone division.

Presently, Asus operates distinct divisions for the Zenfone and ROG smartphone models. Taiwanese technology news source, Technews.tw, has highlighted ongoing internal plans focused on this potential integration. The Zenfone 10 is the latest in the line, which would signify the end of its production. The potential discontinuation of the Zenfone series might impact consumers who prefer smaller smartphones with certain specifications. Similarly, the discontinuation of the iPhone Mini models has affected this segment of users.

Asus denies closing the division. 

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.