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

Popular Stories

iOS 19 Mock WWDC25 Feature

iOS 19 Expected to Run on These iPhones

Monday March 31, 2025 5:28 pm PDT by
iOS 19 will not be available on the iPhone XR, iPhone XS, or the iPhone XS Max, according a private account on social media site X that has accurately provided information on device compatibility in the past. The iPhone XR, iPhone XS, and iPhone XS Max all have an A12 Bionic chip, so it looks like iOS 19 will discontinue support for that chip. All other iPhones that run iOS 18 are expected...
watchOS 11 Thumb 2 1

Apple Releases watchOS 11.4 With Sleep Alarm Update

Tuesday April 1, 2025 10:34 am PDT by
Apple today released watchOS 11.4, the fourth major update to the operating system that runs on the Apple Watch. watchOS 11.4 is compatible with the Apple Watch Series 6 and later, all Apple Watch Ultra models, and the Apple Watch SE 2. watchOS 11.4 can be downloaded on a connected iPhone by opening up the Apple Watch app and going to General > Software Update. To install the new software,...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 2 and AirPods 4

Monday March 31, 2025 11:27 am PDT by
Apple today released new firmware updates for all AirPods 4 and AirPods Pro 2 models. The new firmware is version 7E93, up from the 7B21 firmware that was installed on the AirPods Pro 2 and the 7B20 firmware available on the AirPods 4 and AirPods 4 with ANC. It is not immediately clear what new features or changes are included in the new firmware, but we'll update this article should we find ...
maxresdefault

Apple Releases iOS 18.4 With Priority Notifications, Ambient Music, New Emoji and More

Monday March 31, 2025 10:03 am PDT by
Apple today released iOS 18.4 and iPadOS 18.4, the fourth major updates to the iOS 18 and iPadOS 18 operating system updates that came out last year. iOS 18.4 and iPadOS 18.4 come two months after Apple released iOS 18.3 and iPadOS 18.3. Subscribe to the MacRumors YouTube channel for more videos. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to...
iPhone 17 Pro 34ths Perspective

iPhone 17 Pro Launching Later This Year With These 10 New Features

Sunday March 23, 2025 10:00 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
Apple Card iPhone 16 Pro Feature

Visa and American Express Vying to Win Apple Card Deal in 'Fierce' Fight

Tuesday April 1, 2025 1:50 pm PDT by
Visa wants to pay Apple approximately $100 million to be the new payment network for the Apple Card, reports The Wall Street Journal. As of right now, the Apple Card is on the Mastercard payment network, but that is set to change because Apple is ending its partnership with Goldman Sachs. Both American Express and Visa are vying to replace Mastercard as Apple's card services provider, while...
iOS 18

Apple Seeds First Beta of iOS 18.5 to Developers

Wednesday April 2, 2025 10:11 am PDT by
Apple today seeded the first betas of upcoming iOS 18.5 and iPadOS 18.5 updates to developers for testing purposes, with the software coming just two days after Apple released iOS 18.4 and iPadOS 18.4. iOS 18.5 and iPadOS 18.5 can be downloaded from the Settings app on a compatible device by going to General > Software Update. We don't yet know what Apple is introducing in the iOS 18.5...

Top Rated Comments

Piggie Avatar
85 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
85 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
85 months ago
That has interesting implications for some of the… anatomical pics folks send.
Score: 13 Votes (Like | Disagree)
L-Viz Avatar
85 months ago
Growth my ass, I want a small phone!
Score: 11 Votes (Like | Disagree)
entropys Avatar
85 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
85 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)