The smartphone market in 2025 continues to evolve with manufacturers taking different approaches to capture consumer attention. Asus has recently introduced its Zenfone 12 Ultra, showcasing an interesting strategy of sharing core hardware with its gaming-focused ROG Phone 9 Pro while targeting different market segments.
Hardware Excellence Meets Design Philosophy
The Zenfone 12 Ultra demonstrates Asus's commitment to premium hardware, featuring Qualcomm's latest Snapdragon 8 Elite chipset paired with 16GB of RAM and 512GB of storage. The device sports a 6.78-inch display with a 144Hz refresh rate, slightly lower than its ROG sibling but still impressive for everyday use. The camera system includes a 50-megapixel main sensor, complemented by a 32-megapixel telephoto and 13-megapixel ultrawide lens setup.
Key Specifications:
- Display: 6.78" with 144Hz refresh rate
- Processor: Snapdragon 8 Elite
- RAM: 16GB
- Storage: 512GB
- Battery: 5,500 mAh
- Main Camera: 50MP
- Telephoto: 32MP
- Ultrawide: 13MP
- Software Support: 2 years of OS updates
Software and AI Integration
Asus has maintained its reputation for clean Android implementation while embracing modern AI capabilities. The device includes advanced AI features for photo editing, including Magic Fill and Unblur functions, alongside AI panning and Portrait Video capabilities. The interface offers extensive customization options, allowing users to tailor their experience while keeping bloatware to a minimum with only essential social media apps pre-installed.
The Twin Strategy Dilemma
Asus's approach of creating two nearly identical phones with different market positioning presents both opportunities and challenges. While the Zenfone 12 Ultra shares many premium features with the ROG Phone 9 Pro, including the rare 3.5mm headphone jack, it differentiates itself through more refined design choices and the absence of gaming-specific features like Airtrigger buttons.
Key Features vs ROG Phone 9 Pro:
- Same core processor and memory
- Lower refresh rate (144Hz vs 185Hz)
- Smaller battery (5,500 mAh vs 5,800 mAh)
- No gaming-specific features (Airtrigger buttons)
- Lighter weight (7g difference)
The Critical Flaw
Despite its impressive hardware specifications and clean software implementation, the Zenfone 12 Ultra faces a significant challenge in today's market. Asus's commitment to only two years of Android updates stands in stark contrast to competitors offering up to seven years of support. This limited software support window, combined with premium pricing, raises questions about the device's long-term value proposition.
Market Impact and Future Prospects
The device's limited regional availability and conservative update policy have contributed to notably low consumer interest, with recent polls showing only 4% of potential buyers expressing interest in the device. This suggests that while Asus has created a technically capable device, its market strategy may need reconsideration to compete effectively in the premium smartphone segment.