ASUS’ ZenFone lineup has been one of the very few phones trying to keep the small form factor alive. However, according to a new report from Taiwanese media, ASUS has decided to pull the plug on its ZenFone lineup as part of a major restructuring effort that aims to reshape the company’s internal landscape.
As per the reports, this decision comes after ASUS recently completed a big “organizational restructuring” process that yielded a downsizing of its workforce across the PC division in both Taiwan and China. While the company initially communicated assurances of job security by proposing transfers of employees to the other company divisions, this promise seemed hollow, as ASUS ultimately chose to lay off a substantial number of employees instead. Moreover, several segments within the commercial department have also received notifications about substantial workforce reductions.
End of the road for ZenFone
Although the brand is a popular option in the enthusiast market and has been making phones since 2014, it has struggled to attain the same level of prominence as some of its Android counterparts. This meant that despite offering impressive compact phones with exceptional battery performance and specifications, ASUS found itself unable to achieve substantial profitability.
Therefore, with ASUS discontinuing the lineup, the ZenFone 10, which recently became available for pre-order in the United States, will be the final instalment in the ZenFone series. However, it is important to note that ASUS has yet to issue an official statement regarding the matter.
“The person familiar with the matter pointed out that ASUS mobile phones are divided into ROG and ZenFone series, but now the latest ZenFone 10 will be the last generation of this series, and the ZenFone team will be merged into other departments in the future, or directly into the ROG team,” reads the report.