Apple focuses on size with 'Illusion' ad for iPhone XS & XS Max

The ad was first seen during Apple's Sept. 12 press event, and features gold versions of the phones against a stark black background with a magic theme. It doesn't delve into any depth about the phones' features however, except to highlight the size of their OLED displays with the slogan "Welcome to the big screens."

While the iPhone XS is the same size as its predecessor, the 5.8-inch iPhone X, the XS Max is Apple's biggest phone ever at 6.5 inches. That's 0.1 inches larger than the Samsung Galaxy Note 9, and 1.4 inches off the size of the iPad mini 4.

The XS is in most respects faster version of the iPhone X, but does have other upgrades like dual-SIM support and significantly improved photography, including better low-light performance and processing enhanced by the A12 processor's upgraded Neural Engine. Owners can even adjust bokeh after a photo was taken.

The XS Max is essentially the same device, simply with an enlarged screen. Preorders for both phones are underway ahead of a Sept. 21 launch.