The introduction of iPhone Xs was big news. It featured the largest display ever on an iPhone. The smartest, most powerful chip in a smartphone. And a breakthrough dual-camera system. All this inspired us to do something bold for the product launch website. We used beautiful, large-scale type to reinforce just how big the news was. That type treatment, combined with powerful visual art direction and the latest web technologies, made the story of iPhone Xs live up to the product itself.

A bold new approach to typography communicated that the introduction of iPhone Xs was an important moment in iPhone history. An interactive module made it clear just how massive the iPhone Xs Max screen was compared to previous iPhone models. Advanced creative tech gave the sense that you were going inside the chip to have a look at the latest technologies. And a beautiful photo gallery showed you the power of Depth Control, Smart HDR, and larger, deeper pixels.