At IFA 2017 earlier this month, ASUS inundated the crowd with not one, not even two, but six ZenFone 4 models to choose from. Fortunately for US consumers, they only need to bother with four of them. At least for now. ASUS has formally announced the launch of its new ZenFone 4 line of smartphones, but it happily isn't dumping them all at the same time. It is starting off with the ZenFone 4 Max today, with the rest of the fleet to follow in the next quarter.