Asus has recently introduced two intriguing additions to its smartphone lineup. The star of the show is undoubtedly the Zenfone 12 Ultra, a powerhouse device that has drawn attention for its limited release across global markets, noticeably bypassing availability in the US. If you’re in the US and yearning for an Asus phone with the latest features, the ROG Phone 9 may be your best bet, along with a tempting offer on last year’s Zenfone 11 Ultra, now available at a substantial discount.
The new Zenfone 12 Ultra is pitched as a non-gamer companion to the ROG Phone 9 series, packing similar prowess into a sleek package. However, while the ROG Phone 9 finds its current home solely in Thailand, the Zenfone 12 Ultra makes a broader yet selective market appearance across various regions – the noteworthy absence being North America. The reason behind this remains undisclosed by Asus, but given trends, it seems likely that the Zenfone line might not command the same consumer enthusiasm in the US as its gaming-focused counterpart.
Fans in Europe can get their hands on the Zenfone 12 Ultra for €1,099, roughly translating to $1,142—a price point that surprisingly undercuts competitors like Samsung’s Galaxy S25 Ultra, even as it promises comparable specifications. The Zenfone 12 Ultra boasts significant RAM and storage advantages, albeit with a focus on faster and more efficient charging capabilities.
Budget-conscious consumers may find a delightful alternative in the previous year’s Zenfone 11 Ultra, now retailing from Asus for just $629.99, significantly reduced from its initial $899 price tag. While it employs the tech-savvy features of the 12 Ultra, including an impressive display and camera setup, it compromises slightly with 12GB of RAM and 256GB storage—significantly less than its newer sibling.
The story of Asus’s newest releases highlights intriguing market strategies and encourages potential buyers to weigh features, availability, and pricing to make informed choices that suit their needs.
