Zenfone Series to Be Discountinued? ASUS Reveals What's Really Going On

ASUS was reportedly dropping out of the race for smartphone market domination by discontinuing its Zenfone series, which was launched in 2014.

There was once a time when Apple was still competing with other phone brands, but as the iPhone is taking up a significant market share, Asus has reportedly decided to drop out of the race.

ASUS Released 80 Devices Under Its Zenfone Series and Clarifies Rumor That It Will End Lineup

According to GSM Arena, ASUS has successfully released 80 devices under its Zenfone series. While there were reports that it would end the Zenfone series, the company clarified that this is not true. That leaves a few more brands competing against Apple, Samsung, Xiaomi, and other market giants in the smartphone space.

TechNews, a Taiwanese media company, recently reported that ASUS would officially pull the plug regarding the Zenfone series. The report cited several people familiar with the situation saying that ASUS was going through what was described as "organizational restructuring."

In June, the company issued an official statement about restructuring after its quarterly financial report showed its first loss in more than four years.

Report Says ASUS Would Discontinue the Zenfone Division and Move Employees to the ROG Phone Department

As part of its organizational restructuring, the report highlighted how ASUS would discontinue its Zenfone division and move its employees to the ROG Phone department. The restructuring also reportedly follows the company's move to reduce costs and deal with its loss.

This downsizing would also affect Asus' PC departments in Taiwan and China. The company has yet to comment about the cutting down on the number of employees.

ASUS Officially Says the Rumors Are Not True and It Will Continue Its Zenfone and ROG Phone Series

In a press release, ASUS assured that its Zenfone and ROG Phone product lineups will not be discontinued.

"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," the company noted.

"Asus has a strong commitment to our smartphone business and customers... Please stay tuned for our 2024 product lineups," it added.

In June, the Taipei Times reported that ASUS wanted to grow its commercial PC market share from 5% to 10%. The PC business remained the second-biggest business group of the company, with a 540 headcount.

ASUS Also Dismissed Previous Reports That It Would Cut Up to 800 Jobs

Back in June, ASUS also dismissed the reports that the company planned to cut up to 800 jobs. At the time, it was reported that the company would only let go of a few people since it still needs to fill 600 vacant positions.

The company reported a $124.33 million net loss last quarter due to disappointing PC sales and high channel inventories.