The new Asus copies directly from Apple’s design book, although the device is a bit larger. (It has a 6-inch display, whereas the iPhone X’s is 5.8 inches). Huawei may outdo it when it announces its latest smartphone next month, it seems.

CNET called Asus’s latest model “an iPhone X on the cheap,” but argued that that’s not necessarily a bad thing.

Why, though, is Apple’s notch worth copying at all?

None of the other major smartphone manufacturers that released or announced phones this week felt the need to add a notch to their devices. Samsung’s phones have massive, sharp displays, iris scanning, and even weird 3D selfies like the iPhone X, all without a notch. For many manufacturers, it seems that copying the designs of the most profitable smartphone company brings positive associations that outweigh any attendant compromises.

“Some people will say it’s copying Apple, but we cannot get away from what users want,” Marcel Campos, Asus’ global head of marketing, told The Verge. “You have to follow the trends.”

Apple tends to draw praise for devices that often copy ideas from others, and it also gets credit when others subsequently steals those ideas. It’s a win-win for the company, which just reported its best quarter ever, unfazed by the budget handset makers ripping it off. Indeed, the growing ranks of lookalike phones have done little to dent enthusiasm for the iPhone line, which has been getting more and more expensive as time goes on.

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