Apple Shares New 'Growth Spurt' iPhone XS and XS Max Ad

Apple this afternoon shared a new iPhone XS and XS Max ad called "Growth Spurt," which is a nod to the larger screen size of the 6.5-inch iPhone XS Max.

In the minute-long spot, everything that's photographed with the new iPhone XS Max grows to an enormous size, including a cat, an avocado toast, a corgi, a woman, a golf ball, a pot sticker, a cookie, a fish, and more.


AdWeek got the inside scoop on the ad, which was directed by John Hillcoat, who also directed Cannes Lions-winning film Corazón. The video uses the song "Catch My Breath" by Confidence Man."

Since the launch of the iPhone XS and XS Max, Apple has shared several videos showing off the two new devices, including a guided tour, a feature video, a video focused on photography, and more.

Apple's two new devices, which feature an upgraded A12 chip, better photography capabilities, Face ID, and more, launched last week and are now available for purchase online and in Apple retail stores.

Top Rated Comments

Piggie Avatar
33 months ago
I can't help but remember, not that long ago, when Apple rubbished the competitions large phones with this advert ;)

Score: 24 Votes (Like | Disagree)
CPark98 Avatar
33 months ago
Apple's ad efforts over the past couple of years has improved significantly. A light hearted and fun advert that does not have to resort to blatantly bashing the competition in a redundant manner.
Score: 14 Votes (Like | Disagree)
AngerDanger Avatar
33 months ago
That has interesting implications for some of the… anatomical pics folks send.
Score: 13 Votes (Like | Disagree)
L-Viz Avatar
33 months ago
Growth my ass, I want a small phone!
Score: 11 Votes (Like | Disagree)
entropys Avatar
33 months ago
Not going to diss large phones, but I want an updated SE form factor iPhone. Have an iPad for media consumption.
Score: 6 Votes (Like | Disagree)
neoelectronaut Avatar
33 months ago
I can't help but remember, not that long ago, when Apple rubbished the competitions large phones with this advert ;)

Hopefully the iPhone SE isn't the end of the line for 4" iPhones.

I finally put my hands on an iPhone XS at Best Buy the other day and it's too big to my tastes, and the Max is just absurd by comparison.
Score: 5 Votes (Like | Disagree)

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