Zenfone 10 won't be the series' final model, according to Asus, who is "strongly committed" to smartphones.

A Taiwanese story from earlier this week suggested that Asus might discontinue its Zenfone smartphone line after the current generation, but Asus denies it.

In a brief statement released today, Asus states clearly that the Zenfone product line will continue and that the Asus Zenfone 10 won't be the last device in the lineup.

We would like to address the rumor that ASUS Zenfone 10 will be the last generation of the series and the ASUS Zenfone product line will be shut down. This is not true. We will continue our two main phone business product lines, the ROG Phone and the Zenfone. ASUS has a strong commitment to our smartphone business and customers. Please reference our Q2 earnings call for more information. Please stay tuned for our 2024 product lineups.- Asus Quoted on its official website.

Asus is directly stating that both product lines will continue, and there is even a tease of 2024 product lines, in contrast to a recent report that suggested that the company would only discontinue its Zenfone line and combine those resources into the ROG Phone.

Though it's important to keep in mind that it'd be unusual for the company to confirm such a rumour, especially given that the Zenfone 10 is just weeks away from a launch in the United States, this reaction rather plainly puts an end to the rumour. Just weeks before things came to an end, LG, as an example, "firmly denied" rumours that one of its final devices had been shelved and that its smartphone sector as a whole was in danger.

Having said that, we do hope Asus will continue. It's unfortunate to lose a player in the smartphone market, especially one like Asus that is filling in market gaps.