Apple is using its own top-level domain in a major way for the first time. Visit on a mobile device to see the new microsite for iPhone XS and iPhone XS Max.

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The page features a 3D model of the iPhone XS and iPhone XS Max. You simply tilt your phone to rotate the model around its axis. A few bullet point new features spin alongside the device rendering.

You can tap the screen to switch between the iPhone XS and iPhone XS Max. There is also a color picker to view the new iPhones in all three chassis options; space grey, silver and gold. Tapping to find out more takes you to the normal page.

Apple is marketing the iPhone XS on social media sites with links to this page to ‘experience iPhone’. It’s a cool little ditty but what’s more interesting is the URL itself. This is seemingly the first significant use of the .apple top-level-domain. What is a TLD? Look again at the URL.¬† The ‘.apple’ is not part of the normal domain name, it’s after the dot.

Apple has owned this branded TLD since 2015. To date, it hasn’t really done much with it. Some sharing links on the Apple Newsroom host their content on a TLD like this, but this represents its biggest showing yet.

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