Asus ZenFone 4 smartphones won't start shipping until August

Asus had some issues bringing its new ZenFone 4 lineup to the market, previous rumors suggest. Even if the company recently unveiled the ZenFone 4 Max, four new devices are expected to be introduced in the coming weeks.

Unfortunately, Asus won't be able to start shipping any ZenFone 4 handset until August. Although they were initially slated for an April release, they have now been delayed by at least four months, which will probably prevent Asus from scoring highly in the global smartphone market in Q3 2017.

The new ZenFone 4 Max is supposed to compete in Asian markets with other high-tier handsets like the HTC U11, Mi Max 2, Oppo R11 and Vivo X9s Plus, which won't be easy.

Globally, major brands like Huawei, Sony Mobile, Lenovo, Samsung, but also HMD Global will announce new smartphones at IFA 2017 trade fair in early September. Asus will have an even tougher job competing with all the new smartphones coming from these companies this fall.

It's the second time Asus has to delay an entire lineup of smartphones after the company shipped just 10 million ZenFone 3 smartphones last year, far less than its original aim of selling 25 million units in 2016.