Hard to wrap my head around this one. Watch the commercial below, then come back.

Watched it? OK. To me, the ad had nice special effects, was humorous, but seemed to be about the zoom lens, as if when you take a picture, things will appear larger. The focus was on the camera.

But check the text at the bottom of the ad page:

Everything you love just got bigger. Introducing iPhone XS and iPhone XS Max. Super Retina in two sizes, including the largest display on an iPhone ever.

So it’s about the display being bigger, not about the camera. Confusing message.