Last year, Asus supposedly discontinued the Zenfone series and shifted staff towards its ROG segment, as media reports claimed in 2023, but what has now surfaced at a certification authority does not fit into this picture at all. Apparently, Asus is planning an Ultra Zenfone phone for 2024.https://www.notebookcheck.net/Certification-suggests-that-an-Asus-Zenfone-11-Ultra-is-now-in-the-starting-blocks.794577.0.html
Zenfone is great but it's hard to compete with Google and Samsung now supporting their devices for a total of 7 years.