Zenfone 10 to be the Last ASUS Smartphone in the Zenfone Series: Report


In a recent development reported by Taiwanese media, ASUS, the renowned technology company, is set to bring its Zenfone smartphone series to a close with the imminent launch of the Zenfone 10. This strategic move is a pivotal part of ASUS' broader "organizational restructuring" efforts that have reverberated across its PC departments in Taiwan and China.

Transitioning Within the Company:

An internal memo from ASUS reveals the initial intention to transfer some employees from the PC division to the mobile phone departments, encompassing the Zenfone and ROG Phone product lines. However, it appears that these plans took a different trajectory, ultimately leading to the departure of some employees.

The rationale behind this shift primarily centers on ASUS' decision to discontinue the Zenfone series. This development signifies the end of the road for the Zenfone team, with its members either relocating to other divisions within the organization or making the transition to the ROG Phone team.

ASUS had previously announced its intent to restructure the organization back in June, accompanied by assurances that no staff would face layoffs. Nevertheless, by July, the company had indeed reduced its workforce in the PC department, impacting teams in Taiwan and Suzhou, China.

The Zenfone Series Journey:

The Zenfone 10, slated to hit the market soon, is poised to be the final addition to the Zenfone lineage. This marks the conclusion of a smartphone series that ASUS introduced in 2014. Despite its presence in the market for several years, the Zenfone series never managed to achieve substantial prominence in the Android market, particularly in the United States.

It's worth noting that the Zenfone 10 was recently available for pre-order in the United States. However, ASUS has yet to officially comment on the reports of the Zenfone series' conclusion.

A Detailed Look at the Transition & Implications:

The decision to discontinue the Zenfone series is undoubtedly a significant move for ASUS, a company with a prominent presence in the tech industry. To fully comprehend the implications, let's delve into the details of this transition and its potential ramifications.

1. Organizational Restructuring:

ASUS' restructuring endeavors, which encompassed its PC department in Taiwan and China, set the stage for this strategic shift. While ASUS initially planned to reallocate some of its PC department employees to its mobile phone divisions, it ultimately resulted in some employees leaving the company.

This move raises questions about the company's strategy and its commitment to its PC lineup. ASUS has long been a player in the PC market, known for its innovative laptops, desktops, and other computer peripherals. The reduction in PC department personnel indicates a shift in focus towards mobile technology.

2. Transitioning Employees:

One of the notable aspects of this transition is the fate of the employees who were originally slated for relocation. ASUS had originally intended to reassign them to the mobile phone divisions, namely the Zenfone and ROG Phone teams. However, as circumstances evolved, some employees found themselves departing from the company.

This raises concerns about the job security of ASUS employees and the potential impact on their careers. It's crucial for ASUS to provide a clear and supportive path for those affected by these changes, ensuring a smooth transition for all employees involved.

3. The Zenfone Series Legacy:

The Zenfone series, which had its beginnings in 2014, has had a notable but somewhat subdued presence in the Android smartphone market. Despite offering a range of features and capabilities, it faced stiff competition from other smartphone manufacturers. Its limited traction, particularly in the United States, indicates the challenges ASUS encountered in establishing a strong foothold in the mobile market.

With the impending conclusion of the Zenfone series, ASUS is signaling a shift in its mobile strategy. This decision prompts reflection on the company's future endeavors in the smartphone arena, particularly with the ROG Phone line.

4. ASUS' Ongoing Restructuring:

ASUS' restructuring efforts, announced in June, initially sought to streamline the organization without causing layoffs. However, the subsequent reduction in the PC department workforce in July suggests that there were still workforce adjustments to be made.

The company's official stance on these changes and their overall impact on its operations and product offerings remains to be seen. ASUS may need to clarify its long-term vision and how these restructuring efforts will contribute to its growth and competitiveness in the tech industry.


In conclusion, ASUS' decision to discontinue the Zenfone series and its broader organizational restructuring efforts reflect a dynamic and evolving landscape within the technology sector. The transition of employees and the company's shift in focus from PCs to mobile technology raise important questions about ASUS' strategic direction and its commitment to innovation in both markets.

As the Zenfone 10 marks the end of an era for ASUS' smartphone lineup, the company faces the challenge of redefining its presence in the mobile industry, particularly with the ROG Phone series. The implications of these changes extend beyond ASUS' internal operations and workforce, impacting consumers and tech enthusiasts who have followed the company's journey over the years.

It is imperative for ASUS to communicate its vision and strategy clearly to both its employees and its customer base, ensuring a seamless transition and continued success in the ever-evolving world of technology. While the Zenfone series may conclude, ASUS' commitment to innovation and adaptability remains at the forefront of its endeavors.


Q: Why is ASUS discontinuing the Zenfone series?
ASUS is discontinuing the Zenfone series as part of its broader organizational restructuring to adapt to changing market dynamics.

Q: What happens to employees affected by this restructuring?
Employees originally meant for relocation may either join other ASUS divisions or transition to the ROG Phone team, while some have left the company.

Q: Will ASUS continue making smartphones?
Yes, ASUS remains committed to its smartphone division, particularly the ROG Phone lineup.

Q: When was the Zenfone series introduced?
The Zenfone series made its debut in 2014, offering ASUS' take on Android smartphones.

Q: Why didn't the Zenfone series gain prominence in the United States?
Despite its features, the Zenfone faced tough competition in the US smartphone market, which limited its market share.

Q: What is the future of ASUS in the tech industry?
ASUS' restructuring reflects its commitment to innovation, focusing on both mobile and PC technology to remain competitive.

Q: What's next for ASUS after concluding the Zenfone series?
ASUS will continue its journey in the tech industry, emphasizing innovation and adaptability in both mobile and PC technology.