Apple is showing off the iPhone XS and XS Max with a microsite and 3D model.
The new phones, which you can get from Apple's website from now, are being advertised with a 3D model that will turn when you tilt your phone.
The company is using it's top level domain name - .apple - in a major way for the first time - by showing off the new phones. If you head over to experience.apple.com on a mobile device (Safari or Chrome), you will get to go through the new iPhone colours and view 3D Models of the XS and Max versions. Bullet points along side the model show specs of the iPhone you're looking at.
Apple is marketing this on social media sites, but what is really quite cool is the use of the experience.apple domain name. that Apple have purchased, but have hardly ever used. The .apple part is not in the usual domain name.
We may see Apple use this more, to show off the new Watch 4 and iPhone XR.