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.

Related Forum: iPhone

Top Rated Comments

Piggie Avatar
59 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
59 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
59 months ago
That has interesting implications for some of the… anatomical pics folks send.
Score: 13 Votes (Like | Disagree)
L-Viz Avatar
59 months ago
Growth my ass, I want a small phone!
Score: 11 Votes (Like | Disagree)
entropys Avatar
59 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
59 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)

Popular Stories

iOS 16

iOS 16.4 for iPhone Nearing Launch With These 5 New Features

Monday March 20, 2023 11:50 am PDT by
Apple says iOS 16.4 is coming in the spring, which began this week. In his Sunday newsletter, Bloomberg's Mark Gurman said the update should be released "in the next three weeks or so," meaning a public release is likely in late March or early April. iOS 16.4 remains in beta testing and introduces a handful of new features and changes for the iPhone. Below, we have recapped five new features ...
apple park at night 1

Apple 'Tracking Employee Attendance' in Crackdown on Remote Working

Thursday March 23, 2023 3:41 am PDT by
Apple is tracking the attendance of its employees at offices using badge records in order to ensure they are coming in at least three times a week, according to Platformer's Zoë Schiffer. Since April 2022, Apple employees have been operating on a hybrid home/office work policy as part of a gradual return strategy following the pandemic, with staff required to work from the office at least...
iphone 14 pro max deep purple feature purple

iPhone 15 Pro Rumor Recap: 10 New Features and Changes to Expect

Thursday March 23, 2023 6:42 am PDT by
While the iPhone 15 series is still around six months away from launching, there have already been plenty of rumors about the devices. Many new features and changes have been rumored for the iPhone 15 Pro and iPhone 15 Pro Max in particular. Below, we have recapped 10 changes rumored for iPhone 15 Pro models that are not expected to be available on the standard iPhone 15 and iPhone 15 Plus:A1...
dynamic island

iPhone 15 Dynamic Island to Include New Integrated Proximity Sensor

Friday March 24, 2023 12:27 am PDT by
This year, all iPhone 15 models will include Apple's Dynamic Island that unifies the pill and hole cutouts at the top of the display, but there will also be a material change to the feature that wasn't included in the iPhone 14 Pro models. According to a new tweet by Apple industry analyst Ming-Chi Kuo, the proximity sensor on the iPhone 15 series will be integrated inside the Dynamic Island ...
maxresdefault

Nothing Launches $149 Ear (2) Wireless Earbuds to Compete With AirPods Pro 2

Wednesday March 22, 2023 9:48 am PDT by
Nothing today announced the launch of its second-generation wireless earbuds, the Nothing Ear (2), which offer many of the same features as Apple's AirPods Pro 2 at a lower price point. We went hands-on with the Ear (2) earbuds to see whether they're a viable alternative to the AirPods Pro 2 for those who want to save some cash. The Ear (2) earbuds are the successor to the Nothing Ear (1),...
voice isolation

iOS 16.4 Adds Voice Isolation for Cellular Phone Calls

Tuesday March 21, 2023 11:01 am PDT by
The iOS 16.4 update that is set to be released to the public in the near future includes voice isolation for cellular calls, according to notes that Apple shared today. Apple says that Voice Isolation will prioritize your voice and block out the ambient noise around you, making for clearer phone calls where you can better hear the person you're chatting with and vice versa. Voice...
TMobile Sprint

Apple Stops Allowing Sprint iPhone Activations, Removes Sprint References From Online Store

Thursday March 23, 2023 12:06 pm PDT by
Apple is no longer allowing customers who purchase an iPhone, cellular iPad, or Apple Watch to activate a device with now-defunct mobile carrier Sprint. Apple has also removed remaining references to Sprint from its online store. When checking out with a new purchase, Sprint is no longer an option for connectivity, a change that Apple appears to have implemented today. Prior to now, Sprint...
airpodsd 3 purple 4

iOS 16.4 Seemingly References New AirPods and AirPods Case

Tuesday March 21, 2023 11:43 am PDT by
The iOS 16.4 release candidate version that was provided to developers today appears to hint at a new set of AirPods that could be coming in the near future. According to @aaronp613, the beta features references to AirPods that have a model number of A3048 and an AirPods case with a model number of A2968. There have been no rumors that new AirPods are on the horizon, and it is early for...