Asus Abandons Flagship Smartphone Line with Zenfone 12 Ultra Release

Asus chairman Jonney Shih revealed that the company will no longer be developing new mobile phone models, effectively ending its Zenfone and ROG Phone lines. This decision marks a significant shift in Asus’s strategy, as it enters a state of “indefinite observation” to assess market trends before potentially revisiting the smartphone segment. With this move, Asus is shifting its focus away from a stagnant flagship smartphone lineup, which has struggled to gain traction since the Zenfone 10’s release in 2023.