A New Apple Campaign Shines a Light on the Diverse Possibilities of Accessible Tech

In an empowering new ad from Apple, accessibility features of the brand’s products take center stage. Backed by an energizing soundtrack by Australian ensemble Spinifex Gum that puts famed boxer Muhammad Ali’s 1974 “I am the greatest” speech to music, scenes emphasize the features of phones, watches, and computers that allow people with physical disabilities to access myriad creative and life pursuits: a deaf mother is alerted to her child crying, a performer uses his camera to access the stage door, and a man makes various facial expressions to edit photos. Directed by Kim Gehring, “The Greatest” is a stunningly produced campaign that evinces the powers of greater access to technology for all.

A still of a video with a mom and child

An animated gif of a performer walking toward the stage door

A video still of feet holding a phone

An animated gif of a person using an iPad

A video still of a phone

An animated gif of a man using his computer to edit photos

A video still of a performer in a dressing room

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