Asus announces closure of smartphone division

Asus makes the decision to shut down its smartphone division, marking a significant shift in its strategic direction.

Asus has been a notable player in the smartphone market for years, offering a compelling alternative with its Zenfone series. The company has also made a mark in the gaming smartphone sector through its ROG series. However, recent developments suggest that Asus is facing internal challenges.

Asus announces closure of smartphone division

According to reports from Taiwanese media, Asus recently embarked on an "organizational restructuring" process within its computer division in Taiwan and China. The initial plan was to shift employees from the computer division to the Zenfone and ROG smartphone departments, aiming to reduce workforce numbers. However, Asus has taken a different route and decided to part ways with these employees entirely.

Behind this decision lies Asus' apparent intention to close down the Zenfone division entirely. As a result, the company will be letting go of some Zenfone division employees and terminating contracts for others.

Recent updates indicate that the upcoming Asus Zenfone 10 will mark the conclusion of this series, signaling that the company will no longer continue introducing new Zenfone models. The Asus Zenfone series, which has been present since 2014, gained significant recognition, particularly with its most recent iterations. Both the Zenfone 9 and Zenfone 10 received praise for their compact form, impressive battery life, and attractive user interface.