6 Pros and Cons of ASUS Zenfone and ROG Phone

ASUS is known for its achievements in the computer and laptop market, and it also ventured into the mobile market with the Zenfone series. Although ASUS started strong in this sector, their popularity eventually waned.

While ASUS has a strong reputation in the laptop market, it struggles to compete in the mobile sector. They face tough competition from leading global mobile brands such as Xiaomi, Samsung, Vivo, OPPO, and Realme.

Despite these challenges, ASUS phones, including the gaming-focused ROG Phone series, offer some intriguing features. So, is an ASUS phone worth buying? To help you decide, let's explore the advantages and disadvantages of the Zenfone and ROG Phone series.

Pros of ASUS Phones

Here are five notable strengths of ASUS phones:

1. Excellent Build Quality Focused on High-end Phones

Initially, ASUS offered a variety of phone models, but it struggled to stay competitive with other brands. Therefore, starting in 2019, ASUS shifted its strategy to stop producing budget phones and focus on the high-end market.

This move was partly because the competition in the mid-range and budget segments was fierce, and profits were minimal.

As a result, ASUS now focuses on high-end phones, including models like the Zenfone 8, Zenfone 8 Flip, Zenfone 9, and the Zenfone 10 that was released in 2023. They also continue to develop their gaming-oriented ROG Phone series, such as the ROG Phone 7.

These high-end phones have got impressive specifications and unique features. For example, ASUS has the fastest chipsets, strong camera capabilities, and innovative designs like the swivel camera technology found in the Zenfone 6, 7, and 8 Flip.

The Zenfone 9 emphasizes build quality and sleek design, while the ROG Phone series delivers an exhilarating gaming experience.

2. ZenUI and ROG UI

One of the main features of ASUS phones is the ZenUI. This is a custom interface developed by ASUS to make navigating your phone easier and more efficient. ZenUI is visually appealing, featuring modern, flat icons with bright colors that make it stand out.

ZenUI offers several benefits, including improved task management and simpler cloud storage access with services like Google Drive and Dropbox. It also includes other useful features. ZenUI has been a standard feature on all ASUS phones since the first generation of the Zenfone series.

Over time, ZenUI has evolved to look more like pure Android but with extra features added to enhance the user experience. Alongside ZenUI, ASUS has developed ROG UI for its ROG Phone series, which is tailored specifically for gaming.

This interface not only looks good but also includes features designed to optimize game performance on the phone.

3. The ASUS ROG Phone as a Leading Choice in the Global Gaming Phone Market

When it comes to high-end gaming phones, two major brands often come to mind: Xiaomi's Black Shark and ASUS' ROG Phone. While another competitor, ZTE's Nubia Red Magic, is also in the market, it doesn’t hold the same prestige as the aforementioned brands.

ASUS ROG Phone and Black Shark are the primary contenders in many markets. Among these, the ASUS ROG Phone has seen considerable success, outpacing its rivals for several reasons.

The production of Black Shark phones has faced challenges. Although the Black Shark 5 was launched globally in 2022, it faded from the spotlight thereafter.

Plans for a Black Shark 6 in 2023 were abandoned, and it never materialized on major tech platforms like GSM Arena, indicating that the model was never launched.

Reports suggest that Black Shark has struggled globally, according to Xiaomi Today, with dwindling market share in the face of stiff competition from the ASUS ROG Phone and other increasingly competitive gaming phone brands.

In contrast, ASUS continues to thrive with its ROG Phone lineup. In 2024, ASUS introduced the ROG Phone 8 series, which includes the regular, Pro, and Ultimate models, all featuring top-tier specifications tailored for gamers.

This series remains competitive even among high-performance smartphones like the POCO X6 Pro, POCO F5, and iQOO 12, which are not specifically gaming-focused but are similarly priced.

At this price point, other high-end phones like the Samsung Galaxy S24 series or the iPhone 15 series are also notable, though they are not dedicated gaming devices.

The closest gaming-specific competitor is the Nubia Red Magic 8S Pro, but it does not seem to resonate as strongly with gamers.

Thus, the ASUS ROG Phone series continues to lead in the niche market of gaming smartphones, maintaining a strong presence against competitors like the former Lenovo Legion Phone, which has now shifted its focus away from smartphones to handheld gaming consoles.

4. Impressive Cameras with Pixel Master for Great Night Shots

ASUS phones are known for their strong camera performance, especially in the mid-range models. While not every model excels, many ASUS phones, such as the ASUS Zenfone 3 ZE552KL, ASUS Zenfone Zoom S, ASUS Zenfone 5 ZE620KL, and other models in the selfie series, are recognized for their high-quality cameras.

The success of ASUS cameras is largely due to the Pixel Master technology, a feature of the ZenUI system. Pixel Master plays a crucial role in enhancing photo quality.

One great feature you can see is its low-light mode, which can boost light exposure in photos by up to 400%. This feature has been highly praised, as noted in my review of the "ASUS Zenfone 5z."

This advanced camera technology continues in newer models, from the Zenfone 6 to the latest ASUS Zenfone 10. Even the ASUS ROG Phone, primarily designed for gaming, boasts commendable camera quality.

5. The Winner of Affordable Flagships with High-End Specs

In June 2023, ASUS introduced the Zenfone 10 as a part of its flagship series that offers premium features at an unexpectedly low price point.

Despite its high-end specifications like a 144 Hz display, Snapdragon 8 Gen 2 chip, and a 50 MP Sony IMX 766 camera with 6-axis gimbal stabilization, the device is priced significantly lower than similar models from other brands, which usually sell for around 10% more. This pricing strategy highlights ASUS's commitment to delivering great value in the premium smartphone market.

The Zenfone 10 continues ASUS's tradition of equipping its devices with superior specifications at competitive prices, a practice that began with the launch of the original Zenfone series. This approach has consistently set ASUS apart in their pricing category, with the exception of the Zenfone 4 series, which was positioned at a higher price point.

6. Pioneers in Compact Smartphone Design

ASUS could well be considered the leader in producing compact smartphones that are comfortable to hold. Recent models in the Zenfone series are among the lightest flagship smartphones available.

For example, the ASUS Zenfone 10 features a screen size just under 6 inches, precisely 5.92 inches, and weighs a mere 172 grams. Although it's slightly heavier than the Samsung Galaxy S24, which weighs 167 grams, it's still one of the lightest smartphones globally.

While Apple has discontinued its 'Mini' variants after the iPhone 13 due to poor sales, ASUS continues to commit to crafting phones with smaller, lighter bodies.

Not only the Zenfone 10, but its predecessors, the Zenfone 8 and 9, also feature compact designs and reduced weight. It seems ASUS aims to capture a niche market, especially considering the heavier 230 grams of the previous Zenfone 7.

Disadvantages of ASUS Phones

Now that we've looked at the advantages of ASUS phones, let's explore their disadvantages. Below are some of the drawbacks you might encounter.

1. Diminishing Community Support

One factor that contributed to the popularity of ASUS phones was the strong fan base, known as ZenFans. While not as extensive as Xiaomi's Mi Fans, ZenFans played a significant role in promoting the Zenfone brand.

However, the community support for ZenFans has weakened over time. The once active special forum, ZenTalk, which provided a space for localized discussions, is no longer operational in several regional languages.

While ZenTalk remains accessible, it is only available in English now, and the forum activity has significantly decreased compared to its earlier days.

2. Zenfone's Competitive Struggle

The ROG Phone can be considered as one of the best options for gaming, with its strong ROG branding attracting many gamers. However, the Zenfone series hasn't managed to establish as strong a brand presence.

Despite ASUS's focus on high-end models like the Zenfone 6, 7, and 8, these devices often seem less competitive compared to other high-end phones from different brands.

While the Zenfones are certainly appealing, they tend to be overshadowed by more prestigious models from competitors. This situation is especially true for consumers who are not particularly tech-savvy, who might opt for similarly priced phones from other brands.

Additionally, the ASUS Zenfone has recently prioritized compact designs. While beneficial for some, this focus makes it difficult for them to compete against other flagship models that has larger, more immersive screens suitable for activities like watching movies.

The demand for compact flagship phones is relatively low, attracting only a niche market. This lack of interest, combined with less aggressive marketing compared to other flagship phones, further diminishes the Zenfone's standing in the market.

3. Link to MyASUS and Limited Seamless Support

While most phone brands struggle with creating seamless compatibility between smartphones and Windows laptops, ASUS, being a leading laptop manufacturer, is expected to excel in this area.

ASUS has developed Link to MyASUS, which is designed to connect ASUS phones with Windows 10 devices. Although this app also works with other brands' phones, its features resemble those of many third-party connectivity apps.

ASUS could take inspiration from HUAWEI, which has successfully implemented HUAWEI Share OneHop. This feature allows for quick and effortless access between HUAWEI laptops and smartphones, providing a seamless user experience that ASUS could aim to replicate for its own devices.

4. The Persistent "Overheat" Reputation of ASUS Phones

Whenever friends ask me for advice on buying a new phone and I mention ASUS, some hesitate because they've heard the phones tend to overheat. This issue has even become a running joke online, where people refer to ASUS phones as "irons" due to their heat.

Originally, this heating problem was primarily associated with the first and some second generation ASUS Zenfone models that used Intel chipsets.

The issue was significant enough that Intel eventually stopped making ARM chipsets for mobile devices, and ASUS switched to using Snapdragon chipsets (and occasionally Mediatek).

Despite these changes, the reputation for overheating has stuck with ASUS. Online jokes continue to perpetuate this image, influencing public perception.

In reality, the overheating problem with ASUS phones is a thing of the past. Yet, it continues to be mentioned by those who hold a grudge against the brand.

These are some of the pros and cons of ASUS phones from my personal observations. What do you think? Do you agree with my points, or do you see things differently? If you disagree or have additional insights, feel free to share your thoughts in the comments.