Apple debuts new ad for iPhone Xs and flagship iPhone Xs Max

Apple has released a new ad, “Everything to know in :54,” for the new iPhone Xs and flagship iPhone Xs Max.

Welcome to the big screens. iPhone XS and iPhone XS Max. Super Retina in two sizes — including the largest display ever on an iPhone. Advanced Face ID. The smartest, most powerful chip in a smartphone. A breakthrough dual-camera system. Faster Wireless Charging. Gigabit-class LTE. And a new level of water resistance.

Direct link to video here.

MacDailyNews Take: It goes by fast — too fast in spots — but should prompt many to visit to find out more about the world’s finest smartphones!

Get here ASAP, iPhone Xs Max units!

TGIF. There is not enough beer in the world for us today.

Interns: TTKs! (Yes, plural. 🙂 )

Prost, everyone!


  1. When it comes to new iPhone introduction events as we just experienced does anyone else think Jony Ives should retire as a voice over guy? His spiel is pretty much the same, his pronunciation of aluminum or “alewmineum” is the same (I know it’s more British) and he has become self-parodying and I couldn’t help myself chuckling at his de rigueur superlatives.

    They need to rethink Jony’s participation creatively, it’s old and it’s tired. Even he must be tired of it.

    1. I disagree. He’s authentic and, even as he’s copied and mocked, he’s become the gold standard of that kind of narrative.

      More embarrassing are the speakers who poorly mimic Steve Jobs’ shtick — “this it the best iPhone we’ve ever made…” with what seems like forced enthusiasm.

      1. Well no one could do it like Steve Jobs. As far as Ives they need to start being more imaginative with what they do with him. Because so far it’s just the same repetitious blather which is why it’s mocked and parodied. Parody is your first notice to stop what you’re doing and change things up. Even Jobs got away from the “one more thing” thing eventually.

        1. A gentle reminder that it’s Ive, not Ives. We had Burl Ives and Charles Ives, two Americans accomplished in the musical and performing arts. Those two were first-in-class; as is Jony Ive, and was Steve Jobs, and as such all four could be seen, and were seen, by unsympathetic observers as self-parodying, when more correctly, all of them were being true to the styles they represented.

          1. I wish I could blame auto-correct but since I turned it off I can’t. I think I’m doing pretty well though with gramer and speeling for an old guy.

            I am a Hollywood guy so I see it a little “differently.” They aren’t managing the talent well and this “if it ain’t broke don’t fix it” mentality repetition shouldn’t occur. Tim Cook may be a lost cause at being able to project anything remotely like a compelling presence on stage since he walks, talks and squawks like a duck. They need to up the ante on presentation as it always seems scooped out of the same vat as before. They seem to be devolving more into boring announcement amateurs than innovating also on being more professional presentation personalities. I’ve never seen Phil Schiller look more forced and phony on stage (saw him live years ago in Vegas on stage at NAB and he was terrific then). The whole Apple event felt like deja vu. Thankfully we were spared from a boozy-staggering appearance from a semi-concious Eddie Cue with eyelids at half mast. I’m starting to feel like I’m watching the cast of some sitcom who’s way past it’s prime with characters that aren’t all that interesting anymore.

            1. I couldn’t agree with you more. I was an early, avid watcher of Apple presentations and was even present at some of them. They were the cresting wave of excitement in all of computerdom, for a number of years. But lately the presentations are a failure of showmanship. Leaked information about product releases has become so valuable that it is impossible to suppress it, and as a result the surprise element has vanished. Also, the forced jollity of the on-stage presenters is embarassing and depressing. Part of that is they can’t rely on delivering a surprise, so they know their audience anticipates every punch line. Part of it is they know that, at least from the point of view of their audience, their innovations are underwhelming. They may have a audacious roadmap that stretches into the vast future that transforms humanity, but you wouldn’t know it, because they aren’t allowed to say it, and anyway we no longer believe them. Personally, I sense no compelling differences between the public-relations thrusts of any of these companies, except that Apple claims to not want our souls, and the others pointedly have non-answers to privacy questions. Maybe that’s enough to keep me buying their products, but the thrill is gone.

            2. Indeed. “Forced” is right. It begins with Tim’s over-enthusiastic altruism. He is just so earnest. And someone has to stop the “I couldn’t be more excited…” uttered by every single presenter. I bet they could be if they didn’t know that we already knew exactly what they were going to say. Plus, two thirds of the audience are too busy blogging away to bother with applause. I just didn’t sense much real energy in the room.

            3. Me neither. The ECG thing got probably the most reaction. But most of the presenters were suffering from the over-rehearsed Stepford Syndrome without appearing the least bit spontaneous. Of course they’ve probably put the kibosh on any spontaneity after Phil Schiller’s impromptu “Can’t innovate my ass” to their subsequent eternal embarrassment about the less than truly innovative, dead-end and ill-considered 2013 Mac Pro debacle.

              Essentially they drained all of the fun out of this last event. I felt no giddy glee at all like I did in the past. In contrast “I couldn’t be less excited.” It’s a sad realization you can’t go home again with Apple since nobody’s home.

    2. There was a study that says foreign accents are preferable to American accents. I think the marketing team at Apple understands this. Could you imagine having Cook’s voice instead of Ive’s voice for these things?

      1. Yeah Tim would be nails on a chalkboard. They just need to be a little more creative with Ive than just trot him out with literally the same somnambulant & mellifluous performed script everytime. It now makes me laugh when I hear it it’s so predictable. And I’m not the only one.

  2. When I get the items that Apple has already promised and is yet to deliver, I’ll CONSIDER buying aa new iPhone and I haven’t missed and upgrade cycle since the iPhone 3GS. Promises include AirPower and a new case for AirPods to make them wireless charging. These are the teasing I invested in the iPhone X last year so my tangible ROI has been null to date. That’s not to say the iPhone X isn’t a fantastic phone but only that I am not yet able to take advantage of fast charging which was my number one reason for purchasing. Plus I still hold that Apple has closed the doors on any semblance of a QA department and counts early adopters to find the bugs and help them work the out at no cost. I won’t be that guy again. I predict this will be a bad upgrade cycle for the iPhone.

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