Asus has recently initiated pre-orders for the Zenfone 10 within the United States this month. However, according to emerging reports, this release will signify the culmination of an era, as Asus purportedly intends to discontinue the entire product line.

Sources from Taiwan have indicated that Asus is presently engaged in a comprehensive “organizational restructuring” which has resulted in a reduction of the workforce within the company’s PC division across Taiwan and China. Allegedly, an internal communication from Asus has disclosed intentions to relocate several employees to the mobile phone divisions of the company – encompassing both the Zenfone and ROG Phone divisions. Regrettably, these plans materialized as layoffs rather than reassignments.

This occurrence can be attributed to Asus’ decision to terminate its Zenfone division. Instead, the company is strategizing to allocate these employees to other departments or integrate them into the ROG Phone team. As per the translated report:

“An individual familiar with the situation emphasized that ASUS mobile phones are categorized into the ROG and Zenfone series. However, the latest Zenfone 10 is poised to be the final iteration within this series. Subsequently, the Zenfone unit will be amalgamated into other divisions in the future or be seamlessly integrated into the ROG team.”

The sources have indicated that the Zenfone 10 will be the conclusive offering from Asus under the Zenfone banner, which has been in operation since 2014. The Zenfone series has never commanded a dominant position within the Android market, often maintaining a subdued presence in the United States and retaining a minor foothold in other global markets. In more recent iterations, particularly Zenfone 9 and 10, these devices have garnered commendation for their exceptional battery longevity, robust software, and the rare inclusion of a compact display.

As of now, Asus has refrained from issuing any official response to these reports. However, indications of the company’s restructuring endeavors had been previously reported by Digitimes back in July.