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The choice would have been driven by the lack of satisfactory results coming from the Zenfone series smartphones for the Taiwanese company, which would choose to direct its resources to the gaming-oriented product line, the ROG series.
Rumors emerged in the international press this Monday (28), indicating that the Zenfone 10 could mark the end of the series with the same name. These speculations suggest that the manufacturer is evaluating the possibility of retiring the Zenfone line in favor of the Republic of Gamers (ROG) series. This supposed decision is motivated by the low financial performance of Zenfone family devices. In contrast, ROG series smartphones have the ability to attract a more demanding audience looking for robust specifications. The Zenfone 10, unveiled on June 29 for €799 (approximately R$ 4,228, based on the current exchange rate), will reportedly launch in Brazil during the second half of the year.
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Suspicion about the potential closure of the Zenfone series gained prominence after a publication by the Taiwanese website TechNews. The article addresses the company's ongoing cost reduction efforts, which have resulted in considerable layoffs within PC-related teams and the human resources sector. Now, according to information from an anonymous source, the brand would be dismantling the group responsible for Zenfone and relocating the remaining employees to other areas of the company.
According to the same source, the sector linked to the ROG series remains unchanged. Currently, mobile devices in this line represent the company's premium category, characterized by high-capacity batteries, high-resolution displays and considerable refresh rates. Furthermore, these devices offer exceptional performance, equipped with cutting-edge processors. These specifications have attracted the attention of both the gaming public and advanced users, known as “power users”, who are looking for more robust smartphones.
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The Zenfone 10 features a 5.9-inch AMOLED screen, offering Full HD+ resolution and a 144 Hz refresh rate optimized for gaming, while maintaining 120 Hz for other activities. This results in a pixel density of 445 ppi, a standard typically only found on more expensive devices from other brands. The device maintains the same battery as the Zenfone 9, with a capacity of 4,300 mAh.
The efficiency of Asus' latest release is led by a Qualcomm Snapdragon 8 Gen 2 processor, currently considered the brand's most powerful, and can reach up to 16 GB of RAM. The camera setup includes a 50 MP main sensor, accompanied by a 13 MP secondary unit for wide-angle captures. The front camera has a resolution of 32 MP.
Conclusion
In short, there are rumors suggesting that Asus is evaluating the possible closure of the Zenfone smartphone line, directing its focus to the Republic of Gamers (ROG) series. This decision may be motivated by the lower-than-expected financial performance of the Zenfone series. The website TechNews from Taiwan mentioned the company's cost cuts and team reorganization as indications of this possible strategic change.
Meanwhile, the ROG series remains intact and is characterized by premium devices that cater to a gaming audience and “power users”. A notable example is the Zenfone 10, which sports a high-quality AMOLED display with adaptive refresh rate, along with an advanced camera setup and a reliable battery.
However, Asus is yet to make an official announcement regarding the retirement of the Zenfone lineup or a complete switch to the ROG series. The arrival of the Zenfone 10 on the market, with its robust features, continues to demonstrate Asus' search for innovation and performance in its line of smartphones.
