TV ad for the Apple iPhone XS and iPhone XS Max tells you everything you need to know about the pair

While the ad says "Welcome to the big screens," the truth is that the iPhone XS carries the same sized display (5.8-inches) found on last year's iPhone X. On the other hand, the iPhone XS Max, at 6.5-inches, has the largest screen ever seen on an iPhone (now imagine Jony Ive reciting that line). The glass employed in front and back is the most durable employed on any smartphone (now imagine Jony Ive reciting THAT line).

The ad makes note of the new Gold color option for the 2018 models, although as of this afternoon, Gold was underperforming the two other color choices in the U.S. Face ID is quicker, and the dual cameras on back are smarter with Depth Control. This new feature allows users to change the depth of field on a photo after it has been processed. In other words, it allows the user to sharpen up the background on a photo shot in Portrait Mode, or it can be made blurrier. The new iPhones produce the highest-quality video on a smartphone says Apple (and you can hear Jony Ive saying the same thing in your head, if you let him in). According to the company, the A12 Bionic chipset powering both handsets is the fastest and most powerful to be found in any phone.

You'll probably see this spot running all over NFL broadcasts this weekend. By why wait? You can check it out now by clicking on the video at the top of this article.