New ad promotes larger screened Apple iPhone XS, iPhone XS Max to owners of smaller models

Apple must believe that iPhone X users aren't planning to pick up one of the new 2018 iPhone models. As a result, it continues to promote the iPhone XS, iPhone XS Max and upcoming iPhone XR as its "big screens." But that doesn't work if you're upgrading from a 5.8-inch iPhone X to a 5.8-inch iPhone XS. So when Apple runs a commercial like the latest one, found at the top of this article, it really feels as though it is talking to those with a smaller screened Apple iPhone 7, iPhone 6s and iPhone 6. Not only are the screens on all three of these models just 4.7-inches, their owners are due (in some cases overdue) for an update.

In this ad, everything seen through the viewfinder of the Apple iPhone XS or iPhone XS Max looks bigger. Cats, dogs, and shadows are sized out of proportion. Even Mario gets into the act. All of this symbolizes the larger panels on the 2018 iPhones compared to those aforementioned older models. Also bigger are iPhone users' video chats thanks to Group FaceTime. The updated feature now allows up to 32 people to have a video conversation at once. The ad's tag line says it all, "Everything you love just got bigger." 

You should expect to see this ad plastered all over your television during the NCAA and NFL Football games this weekend. Most analysts expect the lower priced Apple iPhone XR to grab the majority of iPhone sales once the LCD screened handset is launched on October 26th. Don't be surprised to see Apple really push that model starting on October 19th, when pre-orders start getting accepted.

Check out "Growth Spurt" by clicking on the video at the top of this article.

Related phones

iPhone XS
  • Display 5.8" 1125 x 2436 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A12 Bionic, Hexa-core, 2490 MHz
  • Storage 512 GB
  • Battery 2659 mAh(20h talk time)
iPhone XS Max
  • Display 6.5" 1242 x 2688 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A12 Bionic, Hexa-core, 2490 MHz
  • Storage 512 GB
  • Battery 3179 mAh(25h talk time)



1. Zylam

Posts: 1813; Member since: Oct 20, 2010

That was a fun ad with a catchy tune.

21. Atechguy0

Posts: 918; Member since: Aug 03, 2018

It is a catchy tune. However it's a bigger iPhone screen that can't take advantage of it's screen real estate. So it's only in essence just a larger screen. It still has no phablet capabilities what so ever. It's 6.5" screen is almost the size of a 7 inche tablet that can do real multitasking and split screen multitasking. Something no iPhones can do to this date. Even inexpensive Android smartphones ($150) can play a video while simultaneously create an email or text message. Be on Facebook or Instagram while browsing the web simultaneously, and perform a lot more. Yet Apples $1500 USD ($2000 CAD) XS Max with 512 gb of storage cannot do that. The other thing that is kind of funny is how Apple likes to brag how fast their AX SoCs are compared to the competition. This new A12 is suppose to be the fastest mobile SoC right now. Yet Apples iOS on iPhones still cannot run two tasks simultaneously at once. Give me a break. Before you jump all over me for saying this. Last year Apple zealots gave excuses saying the screen size is too small for split screen multitasking. Yet now what is the excuse this time around? Look you people should be at Apple saying the same thing, because there is no excuse for this not to happen. You can even buy a $35 Raspberry Pi and it offers real multitasking and Windowed tasks as well. I guess the main reason for Apple not to offer those capabilities on larger iPhones, is to keep people buying their iPads.

24. Vokilam

Posts: 1181; Member since: Mar 15, 2018

When are you gonna stop bitching on every apple article? Stop being such a pussy.. geez.

2. matistight

Posts: 982; Member since: May 13, 2009

RIP to the bubble kid

3. obedchuni

Posts: 332; Member since: Jun 16, 2014

wow they know how to make ad and sure people do tend to lost in it....

6. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

Of course. Apple is the best in marketing. Unlike Samsung “ingenious” ads. That’s why they spread hate on both apple and samsung fans. A great product deserves a great ads not a jealous type one.

15. Tipus

Posts: 851; Member since: Sep 30, 2016

You forgot Mac & PC ads, where apple was bashing windows os :)

4. worldpeace

Posts: 3129; Member since: Apr 15, 2016

No dick photo joke here?

7. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

The one in the bathroom scene.


Posts: 2815; Member since: Oct 03, 2012

But a larger screen was BS right, that is what the fruit company was saying for years!

8. MarvzIsFallen

Posts: 646; Member since: Aug 11, 2017

But a keyboard on phones before Apple was the best right! Stop being butthurt and enjoy your phone as I love my Xs Max. Apple fans are so excited every year with new features of iphones because most doesn’t know what other phone is offering...lock in ecosystem. Better go to appel and get your free S9.

9. whatev

Posts: 2205; Member since: Oct 28, 2015

He’s a Nokia and Microsoft fan, imagine being so pathetic

11. ShadowSnypa786

Posts: 557; Member since: Jan 06, 2017

He seems to have hurt you more than anything. But he is right what did Steve Jobs say again? No one wants big phones? Thank god for other OEM's who took that chance. "Apple fans are so excited every year with new features of iphones" If you think that you should join android and have your whole head blown apart :D And im not talking about a file manager that doesnt let you touch the files on the actual device and not on icloud. Im not referring to the Apple wireless charging that they couldn't make work in time for the phone's release.. Also not the issues with the antenna's with the new releases. " Better go to appel and get your free S9" Chances are his free S9 can probably do what your XS Max does for alot cheaper and it can probably do even more things not exactly a negative.

25. Vokilam

Posts: 1181; Member since: Mar 15, 2018

"larger screen is BS" -Steve Jobs. Yep that happened. /s

10. foldablephone

Posts: 57; Member since: Sep 19, 2018

iPhone 7 user here (got 128GB Product Red model for $399 Black Friday 2017). This advert is clearly for customers like me but instead of getting an X model I’m gonna use their $29 battery replacement deal which expires soon and keep this phone for another 2/3 years. The new X models are like 3 times what I paid I’d rather get a new Laptop for that price thanks Apple but no thanks.

12. midan

Posts: 2724; Member since: Oct 09, 2017

You should definately get XS or XR atleast

13. BullaBoss

Posts: 141; Member since: Jul 17, 2018

I have a 6s and that's the goal. Not paying full price though I'll wait on deals next summer.

14. tiara6918

Posts: 2263; Member since: Apr 26, 2012

Call me outdated but I still prefer smaller screened phones a lot more. While it's nice to have a 6 inch display to play games and watch content, it is extremely difficult to keep it in your pocket, harder to hold with one hand

16. dynamite

Posts: 12; Member since: Jan 16, 2018

Why they didnt adv their charging faults LOL

17. droidguy86

Posts: 42; Member since: Jul 12, 2014

Everything you love just got more expensive is what the AD should say. It's funny how Apple only highlights the fact the screens are finally the same size as other Android devices, but that's all. Nothing about the features or improvements, just ADs showcasing the device's looks. Just goes to show you that the average Apple user is that vain.

18. RoyalMike unregistered

Is it an ad for iPhone xs max as iPhone xs is same size as iPhone x

19. rouyal

Posts: 1573; Member since: Jan 05, 2018

Got an iPhone 8, and would never want a phone physically larger than it. It’s too perfect in size. I might have a mm leeway, but that’s about it.

20. apple-rulz

Posts: 2028; Member since: Dec 27, 2016

Now that was a fun, classy commercial. Samsung should take note (no pun intended) and stop with their idiotic attack ads that clearly aren’t working.

22. Jrod99

Posts: 715; Member since: Jan 15, 2016

Trying to think if Apple ever did a attack add. Can’t think of any. Samsung goes directly at Apple with the notch.

23. rouyal

Posts: 1573; Member since: Jan 05, 2018

The I’m a Mac, I’m a PC commercials. The ad about exploding apps. There’s a few.

26. ShadowWarrior

Posts: 165; Member since: Aug 08, 2017

Checked out the XS Max in-person yesterday at the Apple Store...I found it too big and hard to hold without touching the screen. Also I didn't find it feeling that premium as much as it looks.

27. Valdomero

Posts: 666; Member since: Nov 13, 2012

Chances are I'm getting a 2nd hand X instead of the Xs or the Xr, too expensive for what they offer and also the charge issues the Xs/MAX are having is a no no for me.

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