The new iPhone XS gives users the big picture


The latest spot from Apple celebrates the biggest news about its new iPhone XS and iPhone XS Max – the screen display is bigger than ever.

Like really big.

When taking pictures with the new iPhone XS or iPhone XS Max, prepare for the subjects of said photos to grow exponentially. That’s the concept behind the latest ad by Apple for its largest display ever for an iPhone.

Titled “Growth Spurt” and directed John Hillcoat, the minute-plus spot puts an amazing spin on the concept as it features people taking photos with the Max or watching video content on its screen. The simple truth – people, animals and objects to become enormous in real life.

Set to the catchy tune, “Catch My Breath” by Confidence Man begins with a girl taking a photo of her cat and becomes surprised when her cat fills up half of the living room. That’s followed by giant babies, city-block-sized Corgis and large Super Mario! It ends with an entire city growing, and the tagline “Everything you love just got bigger.”

Take a look at the 1:09 spot below:

I need to put this spot on a loop as it is extremely re-watchable.

According to Apple Insider, the XS has a relatively standard 5.8-inch screen, but the Max is 6.5 inches, making it not just Apple’s biggest smartphone to date but one of the largest on the market overall.

An upcoming mid-range phone, the iPhone XR, will be nearly as big at 6.1 inches.

Apple was once infamously resistant to build an iPhone over four inches, insisting that it was better if people could reach every corner of the screen with one hand.

The brand finally gave in with 2014’s iPhone 6 and 6 Plus after realizing it was losing ground to Android phones, many of which were already five inches or more.

I have not gotten one yet as I still feel like I am carrying an iPad around in my back pocket. But this spot certainly gets me closer to purchasing one.

Contact Colin Costello at or follow him on Twitter @colincostello10.