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Asus confirms its smartphone business is on indefinite hiatus (arstechnica.com)
submitted 9 months ago by to c/android@lemmy.world
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[–] 3 points 9 months ago* (1 child)

Last year they had the ROG Phone (9 I think? Not sure) and the Zenfone 12 Ultra (basically non gamer version of ROG Phone but mostly unremarkable. The year before was the 11 Ultra, and year before that the 10, which was a sort of okay 5.8" phone with pretty bad software support, but they killed the small phone thing in favour of an Ultra model, kind of like how Apple did with their Mini to the Plus model. Interestingly, the Plus model has been killed in favour of a flatter model with worse basically everything. The Air then had poor sales, because people don't like a worse phone for more money, so I wonder what's next for Apple?).

Terrible software support (as Asus does), unremarkable hardware, and not having any killer features, gimmicks, or similar meant poor sales. I guess now they don't want to lose more money?

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  • [–] 3 points 9 months ago

    I'm assuming the ROG Phone did poorly as less people wanted to buy an expensive, gamery phone when a) new phones have come out with equally performance (see the newest Snapdragon and Mediatek chips), battery life (see SiC batteries), cooling (see vapour chambers), etc. while b) offering much better value and/or cameras and c) looking more like a normal phone in terms of aesthetics and feel. Also, poor software support by Asus and competition from other gaming oriented phone brands (e.g. Redmagic, Vivo iQOO, Oppo's "Turbo" series)

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