Asus Deprecates Zenfone & ROG Phones: Enters 'Indefinite Observation' Mode After One Last Ultra

Asus, a Taiwanese computer hardware and electronics company, may have released its last phone, the Zenfone 12 Ultra, as its chairman Jonney Shih announced that the company will no longer produce new mobile phone models. According to a report by Taiwan's Inside, Shih stated that Asus will enter a state of "indefinite observation" of the market, while continuing to support existing mobile phone users. This decision marks the end of Asus's Zenfone and ROG Phone lines, which have been popular among gamers and tech enthusiasts. Although Asus's own-brand phones have not been particularly notable since the Zenfone 10 in 2023, its ROG Phone line has been considered a gold standard in the gaming phone sector. The company's exit from the mobile phone market may have significant implications for the industry, as Asus has been a major player in the Asian market. The move may also affect the company's revenue and market share.