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

[MacRumors]

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.

Article Link: Apple Shares New 'Growth Spurt' iPhone XS and XS Max Ad

 

[KPandian1]

One more size upgrade in the processor and Apple can release the Mac lineup without the Intel chips and still be ahead.

 

[jacobh101]

that was cute.

 

[CPark98]

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.

 

[AngerDanger]

That has interesting implications for some of the… anatomical pics folks send.

 

[JPack]

Bye, iPhone SE!

 

[Piggie]

I can't help but remember, not that long ago, when Apple rubbished the competitions large phones with this advert

 

[zarmanto]

Peculiar ad. I get the pun, but I'm honestly not a fan.

(I'm just waiting for Apple to reclaim their sense of humor, stick their tongue firmly in their cheek, and release an ad that starts out with, "Hi, I'm an iPhone." "And I'm an Android." ...)

 

[Blackstick]

Cute, I think.

 

[coolfactor]

Creative and fun. Love it. Good work, Apple!

 

[Cosmosent]

RE: "which is a nod to the larger screen size of the 6.5-inch iPhone XS Max. "

I read it differently ... it's "a nod" to the Higher Prices !

 

[Oblivious.Robot]

You just know what the guy at 0:38 was thinking, that and the new measure app by Apple.
Definitely!

 

[L-Viz]

Growth my ass, I want a small phone!

 

[alpi123]

I can't help but remember, not that long ago, when Apple rubbished the competitions large phones with this advert

This was 6 years ago. Times were different, we weren't used to huge phones like now. And they now have actually creative ads, rather than the boring and comparing themselves with Apple ads the other companies do.

 

[miniyou64]

I was thinking a 5 green leaf sticky icon not a dumpling. I almost couldn’t believe what I was reading lol

 

[now i see it]

I agree! $$$$$$

 

[keysofanxiety]

I can't help but remember, not that long ago, when Apple rubbished the competitions large phones with this advert

I can’t help but remember when people said the original iPhone’s screen was enormous.

Times change and how people use their phones have slowly changed. Larger screens are necessary for content consumption.
[doublepost=1538165127][/doublepost]

That has interesting implications for some of the… anatomical pics folks send.

Well I appreciated the gesture Anger, but next time can you send me a picture which isn’t a 2GB uncompressed TIFF file?

It was like loading a webpage on a modem man. I know you’re proud and all but I didn’t need that much detail.

 

[neoelectronaut]

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.

 

[Piggie]

I can’t help but remember when people said the original iPhone’s screen was enormous.

Times change and how people use their phones have slowly changed. Larger screens are necessary for content consumption.
[doublepost=1538165127][/doublepost]

Well I appreciated the gesture Anger, but next time can you send me a picture which isn’t a 2GB uncompressed TIFF file?

It was like loading a webpage on a modem man. I know you’re proud and all but I didn’t need that much detail.

Oh I agree.
I, as many did loved large screen phones when Apple released that advert mocking the competition.

They were obviously working on much larger screens at the same time they were rubbishing the idea of much larger screens.

I don't blame them really, as a company, you have to promote what you can offer, and rubbish what you can't offer, even if internally your own company knows it's not true.

It's just funny, if you hunted back to see all the posters agreeing how stupid giant android phones were, and Apple would never release anything to stupid like that, who are now buying giant Apple phones, simply because Apple now makes them.

Personally I've had a 6" phone for years now, and whist you may think me silly for saying it, I'd be more than happy with a 7" phone.

 

[KPandian1]

I can't help but remember, not that long ago, when Apple rubbished the competitions large phones with this

Still makes sense to me, and a whole lot of people who use the iPhone as a smartphone and not a video screen for UHD viewing.

 

[MacFather]

Deleted.

 

[44267547]

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.

I agree. Apple focuses on the simplistic features with the iPhones and what the user will appreciate. The competition, such as Samsung, likes to use their marketing geared towards chastising Apple versus highlighting their own hardware/software features.

 

[wigby]

Peculiar ad. I get the pun, but I'm honestly not a fan.

(I'm just waiting for Apple to reclaim their sense of humor, stick their tongue firmly in their cheek, and release an ad that starts out with, "Hi, I'm an iPhone." "And I'm an Android." ...)

Most of Apple's marketing efforts skew towards the U.S. and in the U.S., Apple and Android are practically neck and neck in the marketshare race. Apple would never invoke the competition unless they were far behind in marketshare.

 

[creediddy]

After having the XS Max, it actually feels small. No joke. I would prefer something more along the lines of a 7.5" instead. We are only talking a .5" out and .5" taller. That would make it more ideal.

 

[Piggie]

Perhaps it's because I very very rarely talk on my phone. Only perhaps one every 1 or 2 weeks would I use my phone as a phone. Whereas all day every day I'm using my phone as a small tablet, which is why, even today's LARGE phones are still not at large as I'd like.
8" would probably be a bit too large to carry sensibly as a phone, but as I said I'd feel perhaps 7" may be something I'd like.
I will admit, in addition, I don't like the new trend of long thin phones. Phones were narrow enough at 16:9, but recently they got thinner, making them even worse for use as a mini tablet.