The Asus Zenfone 10 could well have been the last in the series. The Zenfone is in danger of falling victim to internal shifts.

Another player is threatening to disappear from the smartphone landscape. Technews Taiwan reports that Asus is considering discontinuing its line of Zenfone smartphones. The Taiwanese company is undergoing an internal restructuring process and its smartphone division could be one of the victims. The news has not yet been confirmed by Asus itself.

Compact flagships

Asus released the tenth generation of the Zenfone at the end of June. The device was typical of the Zenfone brand, a compact powerhouse at 5.9 inches in size but specs rival the big ones on the market. The Zenfone 10 is said to be a direct competitor to the Samsung Galaxy S23. At launch, there was nothing to suggest that the device could be the last of its kind.

Limited Role

It is still unclear why Asus suddenly wants to close its Zenfones. The figures show that Asus only plays a limited role in the smartphone landscape. According to Statista, Asus’ market share has fallen from nine to under three percent since 2018. In global market reports, the brand is often included in the “residual group”.

The disappearance of the Asus Zenfone therefore shows how difficult it is for gamers with a more limited market share to survive in the competitive market. There is still a future for the employees in the company. They would carry over to other branches like the ROG division, the gaming brand that Asus plans to continue releasing smartphones under.