Asus Charges for Free Service

Boot Loader Unlocking Controversy

The ASUS boot loader unlocking tool disappearing is a prime example of how device ownership rights have eroded, where functionality that was present at the time of sale is no longer present years down the line.

Background

ASUS used to provide free bootloader unlocking capabilities for their Zenfone & Republic of Gamers (ROG) Android phones. This feature was actively advertised & was part of the company's appeal to tech-savvy consumers.

Timeline of Events

• In May 2023, ASUS disabled their bootloader unlocking tools without warning
• The company began removing posts about bootloader unlocking from their ZenTalk forums
• Forum moderators claimed the tools were "under maintenance" or being "overhauled for compliance reasons" without providing timeframes for restoration
• By early 2024, ASUS began charging approximately €185 (excluding VAT) for bootloader unlocking

Impact

This issue goes over several key consumer protection concerns:

• Removal of Advertised Features: The bootloader unlocking capability was an advertised feature that influenced people's buying decision, which was later removed.
• Lack of Transparency: ASUS provided minimal communication about the change in policy, with documented cases of forum posts being removed & only vague explanations being provided
• Monetization of Previously Free Features: The transition from a free service to a paid one, costing €185 (excluding VAT), is a significant change in the product's pricing structure after purchase
• Extended Device Lifespan Impact: The change affects consumers' ability to maintain & update their devices beyond ASUS's official support window, which has been documented as "one of the worst software support commitments in the Android world"

Legal Implications

This led to at least one successful legal challenge. In March 2024, a UK customer took ASUS to small claims court over this and got a full refund for both the device & the court fees, totaling £770 (~$973). This case potentially sets a precedent for other consumers affected by the policy change.

Consumer Response

The response from the consumer community has been notably negative, with documented concerns about:

• The high cost of the unlocking service (€185 excluding VAT)
• The principle of charging for a previously free feature

EU Warranty Implications

The controversy has additional implications in the European Union, where:

• It is illegal to deny warranty repairs based on software modifications
• ASUS has been reported to deny warranty service for devices with unlocked bootloaders, despite this legal protection
• The company has offered "one time warranty repairs" with the condition of relocking the bootloader