Apple shared a new iPhone Xs and iPhone Xs Max advertisement highlighting the all-new 6.5″ Super Retina display with OLED.

With this ad, users capture images with the new camera system, and the images taken get bigger, like food, and that cute cat!

The ad was directed by John Hillcoat and uses he song “Catch My Breath” by Confidence Man.”

The iPhone Xs feature an all-new Apple designed A12 Bionic processor, 4GB of RAM, a new Gold finish and a greatly improved camera system. Apple has been ramping up with commercials, highlighting Guided Tours and “Illusion” commercials. It is likely we will see more in the future.