Apple may have launched another trend in design with its iPhone X, while Taiwanese tech giant Asus recently unveiled its own flagship device that curiously also has a notch on the screen.

Asus however, was quick to brush off suggestions that it was stricken with a "notch envy" from the "fruit phone."

The company said the Zenfone 5 is an improvement over Apple's flagship phone, as Asus' yet-to-be released device boasts of a slew of features not found on the iPhone X. The Zenfone 5 notch is also smaller.

Asus told ANC's Future Perfect Tech Shorts that the Zenfone 5 can compete with a lot of other flagship devices, especially those from Chinese smartphone makers that have been rapidly gaining market shares.