ASUS finally ragequit the smartphone game because memory prices exploded beyond reason. The Taiwanese hardware giant told partners that the ROG and Zenfone lines die immediately due to a massive component shortage wrecking margins. While the company promised to keep supporting current devices with after-sales service, no fresh hardware will hit shelves anytime soon. Executives made the tough call after realizing they cannot compete against titans like Apple or Samsung while paying insane premiums for parts.
The math simply stopped working when twelve gigabyte ram chips jumped to seventy dollars apiece from less than thirty. Because processors like the Snapdragon Eight Elite Gen Six Pro also cost a fortune, the brand faced a choice between losing money or charging customers absurd amounts. Suppliers reportedly ghosted the manufacturer to prioritize bigger clients with deeper pockets during the crisis.
Management denied rumors about starting specific memory production lines to fix the issue. They instead raised prices on other gear to stop the bleeding. This exit marks the sad conclusion for a player that never quite gained enough traction to survive the current market chaos.
The math simply stopped working when twelve gigabyte ram chips jumped to seventy dollars apiece from less than thirty. Because processors like the Snapdragon Eight Elite Gen Six Pro also cost a fortune, the brand faced a choice between losing money or charging customers absurd amounts. Suppliers reportedly ghosted the manufacturer to prioritize bigger clients with deeper pockets during the crisis.
Management denied rumors about starting specific memory production lines to fix the issue. They instead raised prices on other gear to stop the bleeding. This exit marks the sad conclusion for a player that never quite gained enough traction to survive the current market chaos.
