The peak of the smartphone mountain has long been claimed by two powerful brands, Apple and Samsung, which have dominated the flagship market over the years with their attractive, powerful and innovative devices. Now, however, the mighty iPhone and the Galaxy S might face their toughest challenge yet, in the form of the Asus' Zenfone 3.

At Computex Taipei on Monday, the Taiwanese tech giant unveiled three new devices under its well-received Zenfone brand, the Zenfone 3, the Zenfone 3 Deluxe and the Zenfone 3 Ultra. Just like their predecessors, the three Zenfones pack a lot of punch.

Asus' entry-level handset, the Zenfone 3, is one very attractive handset. Featuring panels of 2.5D Gorilla Glass in front and back, the handset feels far more premium than its $249 starting price. At that cost, Asus has not scrimped out on features too, as the handset comes with a 5.5-inch 1080p IPS panel, USB-C 2.0, 3GB of RAM and 32GB of storage. Other variants of the device are equipped with 4GB of RAM and 64GB of internal storage.

The Zenfone Deluxe truly deserves its moniker, featuring an aluminum unibody construction and a 5.7-inch 1080p Super AMOLED display. The smartphone also comes with a Sony 23MP IMX318 rear shooter with 4k video recording capabilities, a whopping 6GB of RAM, up to 256GB of storage and is powered by a Snapdragon 820 chip. The device, with its almost ridiculous specs, starts at $499.

Lastly, there's the largest sibling of the Zenfone 3 family, the mammoth Zenfone 3 Ultra, which features a massive 6.8-inch 1080p screen, two speakers at the bottom and DTS Headphone:X 7.1 surround sound, 4GB of RAM, 64GB of storage and an octa-core Snapdragon 652, which is expected to extend the device's battery life significantly. Speaking of battery life, the Zenfone 3 Ultra is equipped with a hefty 4,600 mAh battery that is capable of acting like a power bank for other devices over a 1.5A current. This mammoth phone starts at a reasonable $479.

Interestingly, early impressions of the device have stated that the entry-level Zenfone 3 is the most attractive handset among the group, largely influenced by its Gorilla Glass back and its subtle curved edges. At $249, the device truly feels far above its price.

2016 seems to be a great year for Asus Zenfone fans indeed.

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