Introducing the Asus Zenfone 12 Ultra: A Massive Phone with AI Enhancements, Yet No Plans for the US Market

Zenfone 10 flagship and the trend-setting Zenfone 11 Ultra launched last year, the Zenfone 12 Ultra arrives with a sprawling 6.78-inch display that may leave some fans underwhelmed. If this display size seems recognizable, you’re not mistaken—this latest model continues the tradition of its predecessor, the Zenfone 11 Ultra, which debuted in 2024, as well as the gaming-oriented ROG Phone 9 Pro. Unfortunately, this similarity extends beyond just screen dimensions, prompting questions about just how much new innovation can be found in this release.

The primary upgrade comes in the form of the Qualcomm Snapdragon 8 Elite chip, poised to significantly enhance overall performance in comparison to its predecessor, the Snapdragon 8 Gen 3 in the Zenfone 11 Ultra. This update was anticipated following the introduction of the ROG Phone 9 Pro earlier this year.

Essentially, the majority of features—from the rear camera setup to the battery capacity, as well as storage and RAM options—remain unchanged, leading many to question the true progress of this new model.

Mirroring its visually appealing predecessor, the Zenfone 12 Ultra dons a matte glass body with gracefully rounded corners and slim bezels, although the weight has been slightly reduced while the dimensions remain largely the same. 

Such minor design tweaks hardly qualify as true innovation, but even when set against its immediate competition, the Zenfone 12 Ultra's specifications are arguably acceptable, aligning with several of the top Android devices currently available.

In a press release announcing the Zenfone 12 Ultra, AI was mentioned a staggering 26 times, not including the 19 additional references in the specification list. It’s evident that Asus is banking on artificial intelligence as the core selling point for its new device. However, the reality is that many smartphone manufacturers are adopting similar strategies.

While features such as AI Magic Fill, AI Unblur, and AI Portrait Video 2.0 may sound intriguing, there lacks a notable or revolutionary offering among them. An in-depth Zenfone 12 Ultra review indicates that many of these AI-driven functionalities are best regarded as proof-of-concept rather than fully developed features that can redefine user experience.

Fans of the Zenfone 11 Ultra may remember that it is not available through US carriers and can only be acquired from its manufacturer’s regional website starting at $899.99. Unfortunately, it appears that the Zenfone 12 Ultra will follow this trend of limited availability.

In Europe, the price for the entry-level version of this ultra-high-end phone stands at €1,099, which translates to nearly $1,150. This doesn’t mean the Zenfone 12 Ultra would have debuted at over $1,100 in the US, but the lack of availability remains disheartening.

However, Asus is not entirely shutting the door on the possibility of future Zenfone models making their way to US consumers. Perhaps a redesigned Zenfone 13 Ultra could make an appearance next year with improved features designed for the market. One can only hope.