The MagicX Zero 40 has been in development for a long time time now, a handheld emulator that features a vertical 4" (3:5) IPS display with a resolution of 480 x 800 according to Retro Catalog.
A unique device that focuses on both Nintendo DS and vertical arcade emulation due to its screen layout, which is something many handheld gamers have been wanting for a while now.
ANBERNIC and Powkiddy have got close by launching 1:1 display focused handhelds such as the RG CUBE, but nobody has yet to pull the trigger on developing something like this.
All due respect goes to MagicX for this, as they're certainly not as big as these other competitors and have decided to take the risk to make something that the community have been asking for, even if it has taken much longer than anticipated.
With that said, it's likely ANBERNIC are working on something similar, as they have a track record of copying and launching similar products shortly after or even before other companies have innovated a new design.
According to NoteBookCheck, the MagicX Zero 40 will be available from June 17th, launching in two colours, black and white. Rumours have it that it will start at $75, which is very reasonable, however this may change, as nothing has been officially confirmed.

The Zero 40 could have an Allwinner A53 chipset, matched with 2GB's of DDR4 RAM and a 4,300MAH battery. Android is likely to be its OS also, with Bluetooth, touchscreen, WiFi and a vibration motor.
Transparent Blue versions and other colours will likely come later in the year, alongside the development of a possible clamshell handheld called the MagicX SP which is listed on their website.
It seems to me MagicX is serious about developing new handhelds for the market, even with stiff competition, and I am hoping the Zero 40 puts them on the map and done correctly.
There's lots of handheld gamers out there that would love a designated Nintendo DS emulator to play their favourite games on, but someone needs to do it right before ANBERNIC and others come on to the scene, because its only a matter of time before they do.