The iPhone XS has the exact same 5.8-inch Super Retina OLED screen as the iPhone X, and the XS’s body is also more or less a dead ringer for last year’s flagship. (MacOtakara rightly points out that the XS’s dual camera hump is slightly larger.) The only way you’d be able to tell an iPhone XS from its predecessor is if the unit in question sported a handsome gold finish. After using the iPhone X for nearly a year, I can safely say that getting used to this design doesn’t take long, and the XS’s more compact footprint makes it the safer choice for most people.
I can’t say the same about the iPhone XS Max.
Its 6.5-inch OLED screen isn’t just the biggest screen Apple has ever packed into an iPhone — it’s one of the biggest smartphone displays on the market right now. That’s not to say it doesn’t have competition, though: the Galaxy Note 9’s 6.4-inch display is technically larger, because its proportions are different and it doesn’t have a notch cut out of it. In any case, the Max’s screen is huge. More important, it’s gorgeous.