Asus has recently opened pre-orders for the Zenfone 10 in the United States, however, this device is now reportedly set to mark the end of an era for Asus. According to Taiwanese media reports, the company has undergone an ‘organizational restructuring’ involving the layoff of some employees in their PC department.

This was due to a reorganization shifting the focus of many from the Zenfone to the ROG Phone division. An internal Asus letter has also revealed this decision. The Zenfone division has now reportedly been discontinued and employees are being compulsorily reallocated to different departments or transferred into the ROG Phone team.

Asus has been in the Android smartphone game since 2014, with its Zenfone and ROG series conquering markets all around the globe. But according to new reports, it appears that the latest Zenfone 10 will be the last of the Zenfone series. Sources familiar with the matter say that the Zenfone team may either be merged into other departments or directly into the ROG team.

The Zenfone lineup has never been a major player in the U.S. smartphone space. Its most recent iterations, the Zenfone 9 and 10, however, were met with considerable acclaim—being praised for their excellent battery life, software, and unique use of a compact display. Despite Asus’ silence on this report, Digitimes covered the company’s restructuring efforts back in July. As Zenfone 10 production comes to a close, we wait anxiously to see which direction Asus will take its smartphone business in next.