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Zenfone won't close - ASUS guarantees

In the past few hours it had spread the rumor that ASUS could cease production of Zenfone smartphones, to fully focus on the ROG Phone series. The rumors had raised many concerns among fans of the brand.

However, ASUS promptly denied those claims. The company has reassured customers and fans, reaffirming its commitment to the world of smartphones, especially for both lines that characterize their offer. Let's find out more details.

ASUS denies rumors about the closure of Zenfone with a statement

The speculation about the possible cessation of the Zenfone series had arisen from a comment on the quarterly report, which suggested a potential reorganization following the first negative signs recorded over a period of more than four years. There were also rumors about possible layoffs.

Asus Zenfone 10

All denied by the company, which released a very clear statement:

“We would like to respond to the rumor that ASUS Zenfone 10 will be the last generation of the series and the ASUS Zenfone product line will be shut down. It is not true. We will continue with our two main phone product lines, ROG Phone and Zenfone. ASUS has a strong commitment to the smartphone industry and to customers. Please refer to our Q2 earnings call for more information. Stay tuned to our product lines for 2024.”

Some recent rumors suggested that the company had made reductions in staffing of the PC and smartphone divisions, with a transfer of some members of the Zenfone team in favor of the ROG Phone team. ASUS did not provide details on the alleged staff reductions, but appears intent on continuing investment in both smartphone lines for now.

We'll see: even LG had vehemently denied the rumors that its smartphone sector was in trouble. A few weeks later however, here is his exit from the market. Who knows if ASUS will be consistent instead.

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Edoardo D'Amato
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