The smartphone industry is experiencing a rapid shift toward AI-powered features, and ASUS has jumped headfirst into this evolution with the launch of the Zenfone 12 Ultra. Announced on February 6, 2025, this premium device is designed to blend modern aesthetics with cutting-edge AI capabilities, redefining what a flagship phone should offer. But does it truly stand out, or is it just another iteration of last year’s trends? Let’s break it down.
The Design: Elegance Meets Durability
The Zenfone 12 Ultra is a testament to ASUS’s commitment to modern elegance. Featuring a silky matte glass body with rounded corners, the phone exudes a refined look while maintaining a comfortable grip. The IP68 rating ensures durability, protecting against dust and water, while the 100% recycled aluminum frame and FSC-certified packaging highlight ASUS’s eco-conscious approach.
Available in Sage Green, Ebony Black, and Sakura White, the Zenfone 12 Ultra merges premium aesthetics with sustainability—a rare combination in today’s market.
AI-Powered Camera System: Game Changer or Gimmick?
The tri-camera setup on the Zenfone 12 Ultra boasts impressive hardware, including:
- 50MP Sony Lytia 700 main sensor with 6-Axis Hybrid Gimbal Stabilizer 4.0 for superior shake-free shots
- 32MP telephoto lens with 3X optical zoom and OIS
- 13MP ultrawide lens with a 120° FOV
- 32MP front-facing RGBW camera
Beyond hardware, ASUS’s AI integration aims to revolutionize mobile photography. Features like AI Tracking (for centering subjects in videos), AI Portrait Video 2.0 (cinematic bokeh effects), and AI Unblur (sharpens blurry images) bring advanced computational photography to everyday users. However, with competitors like Google and Apple leading AI photography, it remains to be seen whether ASUS’s implementation can truly set it apart.
AI Daily Tools: Productivity or Overkill?
ASUS isn’t just focusing on AI for photography. The Zenfone 12 Ultra integrates AI-powered productivity tools, including:
- AI Transcript 2.0: Multi-speaker meeting transcriptions with real-time translation
- AI Article & Document Summary: Instant summarization of web content and PDFs
- AI Call Translator 2.0: Real-time translation for phone and messaging app calls
- Circle to Search: Quick search functionality by simply circling text or images on the screen
One standout feature is the inclusion of Meta’s Llama 3 8B language model, running on-device for offline summarization—a massive plus for users who value privacy and speed. While these AI tools sound great in theory, their real-world accuracy and practicality will determine their usefulness.
Performance and Battery: Power Meets Endurance
Under the hood, the Zenfone 12 Ultra is powered by Snapdragon 8 Elite, paired with up to 16GB LPDDR5X RAM and 512GB UFS 4.0 storage. This setup ensures seamless multitasking and blazing-fast performance, promising a 45% CPU boost and 40% faster GPU compared to previous models.
Battery life is another area where the Zenfone 12 Ultra shines. The 5,500mAh battery delivers up to 26 hours of use, while 65W wired fast charging and Qi 1.3 wireless charging ensure quick refuels. However, with no Qi2 support, some users may feel left behind in the wireless charging evolution.
The Missing U.S. Launch: A Dealbreaker?
Despite its impressive specs, the Zenfone 12 Ultra is notably absent from the U.S. market. ASUS has opted to release it in Europe, Taiwan, Hong Kong, and Japan, leaving North American consumers without an official purchase option. This decision raises questions about ASUS’s commitment to the global smartphone space, as previous Zenfone models at least had some presence in the U.S.
For U.S. buyers interested in the device, importing may be an option, but without official carrier support and warranty services, it’s not an ideal situation.
Conclusion: Innovation or Iteration?
The ASUS Zenfone 12 Ultra is undoubtedly a premium smartphone packed with AI-driven innovations, powerful hardware, and a refined design. However, it faces stiff competition from industry giants like Samsung, Google, and Apple, who are also pushing the AI envelope.
Pros:
- Stunning design with eco-friendly materials
- AI-powered camera system with gimbal stabilization
- On-device AI tools for enhanced productivity
- Snapdragon 8 Elite with WiFi 7 for top-tier performance
- 5,500mAh battery with fast charging
Cons:
- No Qi2 wireless charging support
- Limited availability (No U.S. launch)
- AI features sound promising, but real-world effectiveness remains to be seen
With a starting price of €1,099 (~$1,145), the Zenfone 12 Ultra isn’t cheap, but it delivers flagship-grade innovation. If ASUS can prove its AI features are more than just marketing buzzwords, this phone could be a game-changer. Otherwise, it risks blending into the ever-growing sea of AI-powered smartphones.
