When Asus says “Max”, they are referring to their phone that has the biggest battery and longest battery life. It’s not a matter of size, it’s only a matter of achieving a long lasting battery life. This is what the Zenfone 3 Max is all about.
The first generation was known as Zenfone Max. The second generation will be part of the Zenfone 3 line-up and will be branded as the Zenfone 3 Max. With the Asus generational strategy, next year in 2017 there will be a Zenfone 4 Max, and so on and so forth.