<div id="readability-page-1"><figure> <img src="https://imageproxy.pbkrs.com/https://platform.theverge.com/wp-content/uploads/sites/2/2025/02/zenfone_1_lg.jpg/query-Y3JvcD0wLDAsMTAwLDEwMCZxdWFsaXR5PTkwJnN0cmlwPWFsbA?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="1800" height="1200" original-src="https://imageproxy.pbkrs.com/https://platform.theverge.com/wp-content/uploads/sites/2/2025/02/zenfone_1_lg.jpg/query-Y3JvcD0wLDAsMTAwLDEwMCZxdWFsaXR5PTkwJnN0cmlwPWFsbA"/> <figcaption> The Zenfone 12 Ultra is Asus’s latest — and perhaps final — flagship phone. </figcaption> </figure> Asus chairman Jonney Shih told Taiwan's Inside that the company is done making phones for now, marking the end of its Zenfone and ROG Phone lines. &#34;Asus will no longer add new mobile phone models in the future,&#34; Shih reportedly said (translated with Google Translate). He didn't entirely rule out a return though, instead saying the company is entering a state of &#34;indefinite observation&#34; of the market, and that it will &#34;continue to take care of the brand's mobile phone users.&#34; Asus's own-brand phones haven't been particularly exciting since the teeny-tiny Zenfone 10 in 2023, though its ROG Phone line has more or less been the gold standard … Read the full story at The Verge.</div>

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Asus chairman Jonney Shih announced that the company will cease production of mobile phones, marking the end of its Zenfone and ROG Phone lines. The Zenfone 12 Ultra is likely the last flagship phone from Asus. While Shih stated that no new models will be introduced, he did not completely dismiss the possibility of a future return, indicating the company will observe the market and support existing mobile phone users.

Asus may have made its last phone