Smartphones are starting to look the same, losing their unique design personalities.
Where or where art thou, ROG Phone 10?
Asus appeared to be reacting to a market trend prioritizing camera-centric, lifestyle-focused devices, seemingly trying to adapt. This shift seemed at odds with the raw tech enthusiasm that defined the brand for years.
Although the ROG Phone 8 became a daily device due to ergonomic improvements, there was a sense of missing the intense gaming capabilities and uniqueness of previous models.
This change may not have been successful. Hardcore gaming enthusiasts were disappointed, while average smartphone users remained uninterested in a gaming-focused device disguised as a camera-leading phone.
Sales figures are unknown, but the lack of news about the ROG Phone suggests Asus might be reconsidering its approach. Hopefully, the ROG Phone 11 hasn't been completely canceled, and some reports indicate it hasn't.
Why canceling the ROG Phone would be unfortunate:
Many appreciate the underdog and want to see a rebel succeed. Beyond entertainment, it's about expanding smartphone capabilities in ways major companies avoid.
Apple focuses on lifestyle and ecosystem integration, innovating only when competitors prove a new area is worth investing in.
Samsung emphasizes versatility, market influence, and powerful features within a safe corporate framework.
Google promotes a uniform Android experience and a new interest in AI.
The ROG Phone explored hardware possibilities by asking, "What if we make this extreme?". While most phones overheat in stress tests, ROG Phones prove sustained performance is achievable. Large companies normalize thermal issues, but Asus challenges this.
Canceling the ROG Phone would signal that experimental approaches aren't worthwhile. Asus risks by pricing ROG Phones above $1,000.
Discontinuing ROG Phones would contribute to a stagnant market, reducing reliance on hardware innovation and focusing on software and AI.
Gaming phones exert pressure, highlighting potential for improved cooling and sustained performance. They demonstrate demand for features like high refresh rates, gaming triggers, performance modes, and accessories.
Apple is entering mobile AAA gaming, and Samsung has partnered with Fortnite, indicating interest in gaming. Asus, with its community and dedication to power and performance, is well-positioned to lead.
Silver lining: the ROG Phone 11 isn't officially dead, yet
In 2023, rumors suggested the ZenFone 10 would be the last ZenFone due to company restructuring and layoffs.
However, Asus confirmed that both the ROG Phone and ZenFone lines would continue, and two new models were released in 2024.
In 2025, there have been no announcements about Asus phone cancellations. Leaks suggest the ROG Phone 11 is still planned, featuring a Qualcomm Snapdragon 8 Gen 4, thermal improvements, and AI features, potentially in early 2026.
Fingers crossed!