Everything in Apple’s New Ad for the iPhone XS is Big – Much Like the Price

Apple has launched a new ad campaign spot pitching the recently released iPhone XS and it’s…well, big.

Big people, big cats, big cookies and big everything – much like Apple’s new phone which marks the largest display in the product’s history.

The ad concept comes with a fair bit of irony, though likely unintended, because the iPhone XS also has a very big price, with the low-end 64g model going for $1,099 and the high-end 512gb clocking in at $1,449


As for the ad, dubbed “Growth Spurt”, it was directed by Cannes Lions-winning director John Hillcoat and is backed by the song “Catch My Breath” by Confidence Man. (Please note how we tried hard not to make a quip about how people will have to catch their breath when they see the price).

The one-minute spot opens with a young girl aiming her iPhone XS camera at her cat, which suddenly is as big as the sofa. She brushes off the fact that there is now a giant cat in her living room and focuses instead on taking a shot of her food, (how millennial) which, you guessed it, becomes grande size as well.

Check it out.



According to Apple CEO Tim Cook, paying a big price for the new iPhone XS is well worth it because it replaces all of your other gadgets.

“The phone has replaced your digital camera. You don’t have a separate one anymore. It’s replaced your video camera. It’s replaced your music player. It’s replaced all of these different devices,” Cook told Good Morning America. “And so arguably the product is really important. And we’ve found that people want to have the most innovative product available and with that, it’s not cheap to do.”

And Apple has got to pay for those cameos by Super Mario and golfer Rory McIlroy somehow, right?

The question for consumers now is it worthy enough to replace all the other phones out there that do all of those things as well?

For those Apple fans pledged to the brand, there is the affordable iPhone X model, the XR, which starts at $749. Apple also dropped the starting price of the iPhone 7 to $449, and the iPhone 8 to $599.


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