A recent report suggests that ASUS is discontinuing its Zenfone series of smartphones following company-wide layoffs. The Zenfone 10 is expected to be the final model in ASUS’ Zenfone series, bringing to an end one of the two smartphone series from the Taiwanese company. The news comes from Taiwan’s TechNews, which cites unnamed sources, stating that ASUS plans to dissolve the Zenfone team amidst numerous layoffs. The company is yet to issue an official statement on the reported matter.

Additionally, ASUS is rumored to be merging members of its disbanding Zenfone team into its Republic of Gamers (ROG) team. The ROG division is renowned for its advanced gaming hardware, but the ASUS company remains silent on the issue. The layoffs have reportedly affected departments such as engineering and procurement the most, with both department staff numbers halved. It was also reported that the Zenfone team will either be integrated into other departments or join the ROG team, thus phasing out the Zenfone line of smartphones.

ASUS has been removing firmware for some older Zenfone models in recent weeks, including the Zenfone 8. This action led to speculations about the cessation of the Zenfone series. Despite community backlash, moderators have insisted that the firmware removal was a precautionary measure for maintaining the safety of the users by ensuring they are using the latest firmware. The Zenfone series initially launched in South Africa in 2014 but failed to create a significant impact in the market dominated by brands like Apple, Samsung, and Huawei.

Shifting its focus regionally, ASUS's marketing efforts primarily revolve around its notebooks, ROG smartphones, and the new ROG Ally, leaving Zenfone series on the sidelines. The ROG Ally is touted as ASUS’s answer to the Steam Deck, even though reviews showed its battery capacity to be subpar. Regardless, it is currently accessible at the ASUS store. The ROG smartphones, poised to absorb some of the Zenfone team members, are distinguished for their gaming-oriented features.

As for the Zenfone 10, it is equipped with the latest Snapdragon chips (8 Gen 2) along with other performance-centric hardware. The closure of the Zenfone series and subsequent layoffs at ASUS coincide with economic fluctuations affecting consumer purchasing power. High interest rates and inflation worldwide have significantly impacted the PC parts market. Similar to ASUS, major market players like Intel are also said to be seeking cost reduction measures due to current market dynamics.