Umenzi waseTaiwan i-ASUS ugqibe ekubeni abeke ukumisa ngokungenammiselo ukuqaliswa kwe-smartphone yayoOku kusebenza kuzo zombini uluhlu lweZenfone oluqhelekileyo kunye nomgca we-ROG Phone ogxile kwimidlalo. Le nkampani iyavuma ukuba, okwangoku, akunamsebenzi ukuqhubeka nokutyala imali kwiimodeli ezintsha kwimarike enokhuphiswano olunjalo, nangona abasebenzisi bangoku bengayi kushiywa bengenazo iindlela.
Inkampani ichaze ukuba Akuyi kubakho zifowuni zintsha ze-ASUS kwixesha elifutshane okanye eliphakathi.Nangona kunjalo, iza kugcina inkxaso yobugcisa, iziqinisekiso, kunye nohlaziyo lwesoftware yezixhobo esele zisezandleni zabathengi. Le ntshukumo ayivali ngokupheleleyo ucango kwishishini leeselula, kodwa ngokusebenzayo, ibeka ulwahlulo kuhlobo oluthile lokungafihlisi.
Isibhengezo esisemthethweni esimisa iZenfone kunye neROG Phone
Utshintsho olucwangcisiweyo luye lwaziswa eluntwini kwiindlela ezahlukeneyo Iziganeko zeenkampani ezibanjelwe eTaipei, njengePati yoNyaka oMtsha ka-2025, apho umongameli wenkampani, uJonney Shih, waqinisekisa ukuba i-ASUS Ayinazicwangciso zokuqalisa iimodeli ezintsha zefowuniAbaphathi bathetha ngesigaba "sokujonga okungapheliyo" kwimarike yeselula, kodwa ngaphandle kwendlela ecacileyo yokuqalisa kwakhona ukuqaliswa kwayo.
Ngokutsho kweendaba zaseAsia ezifana ne ngaphakathi kunye neempapasho ezikhethekileyo ezifana ne-Android Headlines, abasasazi sele besebenza ngokuqonda ukuba Akufuneki balindele iiFowuni ezintsha zeZenfone okanye zeROG kulo lonke ixesha lika-2026.Iimodeli ezazithathwa njengento eqinisekileyo, njenge-ROG Phone 10 ecingelwayo, azivumelekanga kwaye imigca yemveliso yangoku ithathwa njengevaliweyo.
Enyanisweni, oku kuthetha ukuba iZenfone 12 Ultra kunye neROG Phone 9 FEEzi fowuni zimbini, ezakhutshwa ngo-2025, ziya kukhunjulwa njengeefowuni zokugqibela zeli gama, ubuncinane okwethutyana. Zombini zaqaliswa zincinci kakhulu kwiimarike eziphambili, ngaphandle kokusasazwa okukhulu kwiindawo ezifana ne-United States okanye inxalenye enkulu yeYurophu, nto leyo eyayisele ibonisa ukuba icebo le-ASUS leselula liyaphelelwa ngamandla.
Le nkampani iyavuma ukuba ukugcina icandelo layo leefowuni kuthetha utyalo-mali olunzima kakhulu ukuluthethelela: uphuhliso lweekhamera eziphambili, ukuhlanganiswa kweenkonzo, iileya zesoftware ezahlukileyo, kunye nesantya sokuhlaziya esiqhubekayo, konke oku kwimeko apho amathuba ehle kakhulu. I-ASUS ibilahlekelwa kukubonakala kwimarike yeefowuni eziphathwayo kangangeminyaka, ngokukhutshwa okuncinci kunye nokusasazwa okuncinci kwiimarike zaseNtshona.
Iindaba zamva nje, ezifana nohlaziyo lwe I-Android 16 yeZenfone 12 Ultra Iingxelo ezifunyenwe ngoNovemba zibonisa ukuba inkampani isazama ukugcina imveliso ikhuphisana. Nangona kunjalo, ukungabikho ngokupheleleyo kwezicwangciso zowama-2026 kunye nokungabikho kombono ocacileyo wowama-2027 kubonisa umfanekiso apho "ukuphumla" kubonakala ngathi kukuphumla okuzolileyo kunokuba kuphumle nje.
Inkxaso esebenzayo, kodwa akukho ngeniso intsha yeselula
Emva kwesi senzo, ubukho be-ASUS kwicandelo leefowuni eziphathwayo bunqunyelwe kuphela lawula isiseko sezixhobo ezifakiweyoLe nkampani ithembisa ukuqhubeka “inyamekela” abasebenzisi bayo beefowuni eziphathwayo, nto leyo equka inkxaso yobugcisa, ukulungiswa, uhlaziyo lwesoftware, kunye nokugcina iziqinisekiso ezikhoyo.
Eli nqanaba lingachazwa njenge ukutshintshela kwibhrendi egxile kwinkxaso ngaphezu kokuqaliswa kwezixhobo ezintsha. Nangona kunjalo, ukugcina izakhiwo zenkonzo, amaqela ophuhliso lwesoftware, kunye neenethiwekhi zokulungisa kubalulekile. ngaphandle kokunyanzelwa ziimodeli ezintsha Oku kumela iindleko eziya kufuneka inkampani izihlawule ngenye indlela, into ethi kwixesha eliphakathi iphele ngohlengahlengiso olunzulu, ukuthengiswa kweeasethi okanye ukuvalwa ngokupheleleyo komsebenzi.
Kwicandelo lemidlalo yeselula, ukuhamba kwe-ASUS kunempembelelo ethile. Uluhlu lwe-ROG Phone luzibonakalise njenge uphawu lokulinganisa ukusebenza, ukupholisa kunye neempawu zemidlaloIkhuphisana nezibonelelo ezivela kwiimpawu ezifana neRedMagic. Ngokurhoxiswa komnye wabavelisi abambalwa abagcine ukuzinikela okuqinileyo kule ndawo, ikhathalogu yabo bafuna ifowuni ephathwayo ejolise ngokupheleleyo ekudlaleni imidlalo iya isiba mncinci nangakumbi.
Elinye iqela elichaphazeleka kakhulu lelo labasebenzisi abakhetha iifowuni ezincinci eziphezuluUsapho lakwaZenfone beluphakathi kwabambalwa abaqhubeka nokubonelela ngeemodeli ezinamandla kwiifomathi ezilawulekayo, njengoko kwakunjalo kwiimodeli ezifana I-Fonepad 7 LTEInto esiya isiba nzima ukuyifumana eYurophu ngaphandle kweentlobo ze-Apple okanye ze-Samsung ezibiza kakhulu. Ngaphandle kwaloo ndlela, uluhlu lweendlela zokukhetha luyancipha kwaye imarike iba yinto efanayo.
Izixhobo ze-ASUS zangoku kuya kufuneka ukukhuphisana kwiinyanga ezizayo nezizukulwana ezintsha zeeprosesa kunye nokuphuculwa kweekhamera ezivela kwabanye abavelisi, nto leyo eya kukhawulezisa ukuphelelwa kwayo bubuchwepheshe. Ngaphandle komlandeli ozayo, ukuthenga iZenfone okanye iROG Phone ngoku kuba sisigqibo esikhethekileyo, esijolise ngakumbi kwabo babeka phambili iimpawu ezithile ezithile kwaye bamkele ukungabikho kwento entsha.
Imakethi yeselula egcweleyo elawulwa ziinkunzi ezinkulu
Imeko iyonke ayincedi. Imakethi yeefowuni eziphathwayo ibikwinqanaba lokungacaci kakuhle - mhlawumbi "imeko yokuguquguquka" kangangeminyaka. ukuvuthwa okuphucukileyo kakhulu, kunye nokuthengiswa okuthe tyaba kunye nokhuphiswano olukhuluIinkampani ezintathu eziphambili kwihlabathi — iApple, iSamsung kunye neXiaomi — zigxininisa kwimfuno enkulu, apho izabelo zemarike zizonke zithatha ngaphezulu kwesiqingatha sempahla ethunyelwa kwihlabathi liphela kwaye zikhula kakuhle ngonyaka.
Kwabavelisi abanezinto ezifihlakeleyo, ezifana ne-ASUS, dala indawo ezinzileyo Ukujamelana nezi zixhobo zinkulu kunye nokutsalwa ziimpawu ezininzi zaseTshayina kuya kusiba nzima ngakumbi. Iindleko zezinto ezifana ne-DRAM kunye ne-NAND memory zinyukile, ngokuyinxenye ngenxa yokuba Eli shishini libeka phambili imveliso ejolise kubukrelekrele bokwenziwa.Oku kuchaphazela ngokuthe ngqo ixabiso lefowuni entsha nganye kunye nomda wenzuzo yomenzi, njengoko kubonisiwe kuhlalutyo lwethu lwe Ukunyuka kwamaxabiso ngenxa yememori kunye ne-AI.
I-ASUS yayisele ijongene nokuphazamiseka okukhulu kwimarike yeefowuni eziphathwayo. Ekupheleni kuka-2018, inkampani yenze utshintsho olukhulu kwishishini layo leselula, ihlawula intlawulo engaqhelekanga engaphezulu kwe-62.000 yeebhiliyoni zeerandi zaseTaiwan ezinxulumene nalo msebenzi, nto leyo eyenze inzuzo yonyaka yaba sezantsi kakhulu ukusukela ngo-2009. Kunokuba ishiye eli candelo ngelo xesha, yakhetha ukugxila kwiimodeli eziphezulu ezifana neZenfone epheleleyo kunye neROG Phone ezijolise kwimidlalo yevidiyo.
Ukungena kwimarike yefowuni ekhulayo ekuqaleni kweminyaka yoo-2000 kwavumela i-ASUS ukuba ifumane amandla kwi imimandla efana ne-Southeast Asiaapho olu phawu lwaduma khona. Ekuhambeni kwexesha, ukhuphiswano olukhulayo oluvela eTshayina, abavelisi bekwazi ukunciphisa amaxabiso, lwayitshabalalisa indawo yalo de kwaba nzima ukugcina ishishini ngenzuzo efanelekileyo.
Kwiminyaka yakutshanje, izinga lokukhululwa kwenkampani liye lehla. Umzekelo, ngo-2025, Kuvele ii-smartphones ezimbini kuphela Kwihlabathi liphela, iZenfone 12 Ultra kunye neROG Phone 9 FE beziphakathi kwemizekelo ephawulekayo. Zombini zamkelwe ngobubele kwaye zasasazwa kancinci eYurophu, nangona zazichanekile. Ukudibana kwentengiso ephakathi kunye neendleko ezikhulayo ekugqibeleni kwenze ukuba isikali sibuyele esiqhelweni.
I-ASUS ithumela izixhobo zayo kwiikhompyutha, iiseva ze-AI, iirobhothi, kunye neeglasi ezikrelekrele
Ukunyamalala kweefowuni ezintsha ze-ASUS akuthethi ukuba inkampani iza kuyicothisa imisebenzi yayo yetekhnoloji, kodwa kuthetha ukuba ibeka kwakhona iitships zayo kwezinye iindawo ngesakhono esingakumbi. UJonney Shih ngokwakhe ucacisile ukuba izixhobo ze-R&D ezazinikezelwe kwiifowuni eziphathwayo ngaphambili ngoku ziya kusetyenziswa ukuqinisa iikhompyutha zorhwebo ngaphezulu kwako konke, i izixhobo ezidityaniswe nobukrelekrele bokwenziwa.
Kule ndlela, inkampani ibhekisa kwinto eyibiza ngokuba yi "physical AI": iirobhothi, izixhobo ezikrelekrele, iiglasi eziqhagamshelweyo kunye nezinye izixhobo ezikwaziyo ukusebenzisana nendalo yokwenyani ngokuzimeleyo okanye ngokuzimeleyo. Ingcinga kukusebenzisa ubuchule be-ASUS kumaqonga asebenza kakuhle—iibhodi zee-motherboard, amakhadi emizobo, iiseva, kunye neendawo zokusebenza—ukuze zifikelele kwizisombululo ezidibanisa i-hardware kunye ne-AI algorithms.
Kwimisebenzi yakutshanje, Ishishini le-ASUS le-AI likhule kakhuluukuphinda kabini ingeniso ngokwedatha yangaphakathi yenkampani. Oku kukongeza ekusebenzeni kakuhle kwecandelo leekhompyutha zoshishino, eligxile kwiinkampani kunye neengcali, iindawo apho uphawu lwaseTaiwan luhlala lukhona kakuhle eYurophu nakwezinye iimarike zamazwe ngamazwe.
Le nkampani ivale unyaka wayo wokugqibela wemali ngengeniso emalunga ne- Iidola zaseTaiwan ezingama-738.910 ezigidigidi, malunga ne-19.950 yeebhiliyoni zeerandi, nto leyo ethetha ukukhula konyaka okungaphezulu kwama-26%. Ezi ziphumo ziqinisa ingcamango yokuba Izixhobo ze-AI kunye nokusingqongileyo kweshishini Zibonelela ngamathuba amaninzi kunemarike yeefowuni eziphathwayo eyandayo egcweleyo enexabiso elinciphayo.
Ngaphandle kweeseva, i-ASUS isebenzisa ii-shows ezifana ne Umboniso worhwebo weCES 2026 ukuqinisa umfanekiso wayo njengomvelisi weemveliso eziphambili ezine-AI edibeneyo. Phakathi kwezinto ezintsha zakutshanje, ezininzi zivelele. iilaptops ezigxile kwiimpawu zobukrelekrele bokwenziwakunye ne-ROG Zephyrus Duo 2026, evezwe njengenye yeelaptops zokuqala zemidlalo ezinezikrini ezimbini ze-OLED, kunye ne-ROG Flow Z13-KJP ekhutshelweyo ngentsebenziswano noHideo Kojima oyila.
Enye into ekugxilwe kuyo ngekamva yile Iiglasi ezikrelekrele kunye neerobhothi zabathengiKwi-CES, inkampani ibonise i-headset yokudlala ye-ROG XREAL R1, eyilelwe ukuphucula amava okudlala ngeempawu zokwenyani ezixutyiweyo. Lo mgca uhambelana nesicwangciso senkampani sokwenza izixhobo ezidibanisa amandla ekhompyutha, izinzwa, kunye nee-algorithms ze-AI ukunika amava anzulu ngaphaya kokudlala ngeselula.
Ilifa elimisiwe kunye nomsantsa kwimarike yaseYurophu
Nangona inkampani ikuphepha ukuthetha ngokushiywa ngokupheleleyo, umyalezo ovela kubaphathi bayo abaphezulu ucacisa ukuba I-Zenfone kunye ne-ROG Phone zivaliweLe yimigca emibini yeemveliso, nangona ingezizo ezithengiswa kakhulu, ifumene udumo olukhulu phakathi kwabasebenzisi abanomdla, ingakumbi abo banomdla kwimidlalo yeselula okanye iifowuni ezincinci ezineempawu eziphezulu.
EYurophu, apho olu phawu lwalungekho rhoqo kodwa lwaluxatyiswa ngabantu abaninzi abathembekileyo, ukunyamalala kweereferensi ezintsha ze-ASUS Oku kunciphisa ngakumbi ukwahluka kwekhathalogu yeemveliso. Abaqhubi kunye neevenkile ezikhethekileyo ziya kushiyeka kuphela nesitokhwe esikhoyo, esiya kuba sesokugqibela ukufumana inkxaso esemthethweni yehardware, kungekho nto ithatha indawo yokuvala eso sikhewu ngeenkonzo ezifanayo.
Inyathelo le-ASUS longeza kwamanye amatyala abavelisi abaye, kwiminyaka yakutshanje, bakhetha ukwenza njalo. zirhoxe kumacandelo angenanzuzo okanye ngokugxila kwiimveliso ezithile kakhulu. Umahluko apha kukuba inkampani, okwangoku, ayikaze iphakamise icebo elahlukileyo kwifowuni, elifana nokunika ilayisenisi yophawu okanye ukugxila kwimodeli enye ngonyaka, kodwa endaweni yoko ikhethe ukuyeka ngokupheleleyo ukukhutshwa kwezinto ezintsha.
Okwangoku, imakethi yeefowuni zaseYurophu iya kuqhubeka ilawulwa ngabadlali abaqhelekileyo, kunye nemijikelo yokuhlaziya yonyaka kunye notyalo-mali olukhulayo ekudityanisweni kwe-AI kwiikhamera, iibhetri, kunye neenkonzo zelifu. I-ASUS ikhetha ukukhuphisana ngokuthe ngqo kwelinye icala laloo nxaki: kwi iziseko zophuhliso kunye nezixhobo ezenza ukuba obo buchule bokwenziwa bube nokwenzekakokubini kwiziko ledatha nakwizixhobo zobuqu.
Ngolu tshintsho lwendlela, inkampani yaseTaiwan icwangcisa ishishini lokuthutha eliqale ekuqaleni kweminyaka yoo-2000 kwaye lanandipha amaxesha okubonakala okuphezulu, kodwa alizange likwazi ukuzimisa njengomgca ophambili weshishini. iimali ezinciphileyo, iindleko ezikhulayo, kunye nokhuphiswano oluxhaphakileyo Oku ekugqibeleni kuye kwanyanzela i-ASUS ukuba ibeke phambili amacandelo apho ibona khona indawo engakumbi yokuqhuba nokukhula, ishiya ii-smartphones zayo ngasemva kwaye itshintshela ingqalelo kwiiPC, iiseva ze-AI, kunye nezixhobo ezintsha ezikrelekrele efuna ukuzibeka embindini wesicwangciso sayo.
