Asus ROG Phone Series Faces Backlash: Are Consumers Priced Out of Premium Gaming?
The latest Asus ROG phones, the 9 and 9 Pro, are facing a barrage of criticism, with many potential buyers baulking at their high price tags. A recent poll revealed a lukewarm response to both devices, highlighting the growing challenge of selling premium gaming phones in a saturated market.
The ROG Phone 9: A Lackluster Entry
While the ROG Phone 9 Pro seems to have garnered slightly more interest, the base ROG Phone 9 model has struggled to make a mark. It received only a meager share of votes in the poll, suggesting a lack of enthusiasm among potential buyers.
The ROG Phone 9 Pro: A Glimpse of Hope, But at a Price
While the Pro model is deemed more attractive, its premium price tag presents a significant barrier for many gamers. The high cost, combined with fierce competition from other gaming phones, such as the Asus ROG Ally and Valve Steam Deck, has made the ROG Phone 9 Pro a less appealing option for budget-conscious consumers.
Beyond the Price: Concerns Over Support and Customization
The high price isn’t the only factor weighing on consumer perceptions. Critics pointed to Asus’s limited software support. Offering only two years of major OS updates and a four-year security patch window seemed underwhelming for a phone priced over $1,000. Many argued that this falls short of expectations for a device in this price bracket.
Adding to these concerns, Asus’s decision to lock the bootloader has sparked further disappointment. Gamers often prefer unlocked bootloaders to install custom ROMs and other modifications, extending the lifespan and versatility of their devices. However, Asus’s decision to keep the bootloader locked has limited user freedom and further distanced potential buyers.
A Ghost of Features Past
The redesigned ROG Phone 9 series isn’t without its criticisms regarding features. The acclaimed front-facing speakers, previously a hallmark of the ROG Phone lineup, have been relocated, requiring the use of a case for optimal audio performance. Some argue this alteration diminishes the phone’s unique selling points. Additionally, the removal of the edge-to-edge display and the implementation of a punch-hole selfie camera have been met with mixed reviews. While offering a more contemporary look, some see it as a setback from the signature edge-to-edge design that characterized earlier ROG Phone models.
Striking a Delicate Balance
It appears Asus has yet to find the sweet spot with its latest ROG Phones. While the company has established itself as a pioneer in the gaming mobile market, it seems that consumers are hesitant to embrace the ROG Phone 9 and 9 Pro at their current price points.
Is Asus’ pricing strategy making the ROG Phone series less competitive?
## Is the ROG Phone Series Pricing Itself Out of the Market? An Interview
**Host:** Joining us today to discuss the recent backlash against the new Asus ROG Phone 9 and 9 Pro series is renowned tech analyst, Alex Reed. Welcome to the show.
**Alex Reed:** Thanks for having me.
**Host:** So, the ROG Phone 9 series has faced some criticism for its hefty price tag. A recent poll even showed lukewarm reception, particularly for the base model ROG Phone 9. What are your thoughts on this?
**Alex Reed:** It’s true that the ROG Phone series has always sat at the premium end of the market, but this time around, consumers seem to be particularly sensitive to the pricing [[1](https://www.wired.com/story/asus-rog-phone-9-series/)].
The base ROG Phone 9 starting at $1,000 and the Pro at $1,200, puts them in direct competition with some very compelling alternatives, like the ROG Ally and Steam Deck, which offer a bit more versatility and are slightly cheaper.
**Host:** You mentioned alternatives. How is the increased competition impacting Asus’s position in the gaming phone market?
**Alex Reed:** The market is definitely getting more crowded. Brands like RedMagic and Nubia are constantly pushing the boundaries of performance and affordability. Asus needs to offer something truly unique to justify the higher price point.
**Host:** Some critics have also pointed out concerns about Asus’s limited software support, offering only two years of updates. How crucial is longevity and software support for consumers in this segment?
**Alex Reed:** It’s incredibly important, especially at this price point. Gamers want to know that their investment is future-proof and that they’ll receive timely security updates and bug fixes. Two years is simply not enough in today’s rapidly evolving tech landscape.
**Host:** What do you think Asus needs to do to address these concerns and regain consumer confidence?
**Alex Reed:** They need to rethink their pricing strategy. Offering more competitive pricing or additional value-adds, like extended software support or bundled accessories, would make the ROG Phone series more appealing. They also need to more clearly communicate the unique advantages of the ROG Phones over their competitors.
**Host:** Well, thank you for sharing your insights, Alex Reed. This certainly gives us a lot to think about regarding the future of the Asus ROG Phone series.
**Alex Reed:** My pleasure.
