Apple’s New Film ‘The Greatest’ Highlights Accessibility Features for People With Disabilities

The short film was released leading up to International Day of Persons with Disabilities this Saturday, December 3rd.

Ahead of this year’s International Day of People with Disabilities, Apple has posted a short film called “The Greatest,” showcasing people with disabilities using Apple’s accessibility technologies to live their lives.

The two-and-a-half-minute spot created by Apple’s in-house creatives follows the journey of seven amazing people as they go about their day making the most of their iPhones, Apple Watches, and Mac products.

A woman with no arms using Siri to start her day; another woman using Apple’s AssistiveTouch feature to navigate images on her iPhone using her toes; a blind musician taps into the power of Apple’s Audio Descriptions and VoiceOver tools to get a sense of what’s in the room around him.


“At Apple, we believe accessibility is a human right. Innovative features like Door Detection, Sound Recognition, Voice Control and more are designed to let you use your devices in ways that work best for you,” the brand said in a statement.

The track ‘I am the Greatest’ uses lyrics from the speeches of legendary boxer Muhammad Ali, who became an advocate for disability after developing Parkinson’s.

David Pogue, host of  the “Unsung Science” podcast, post a tweet to his 1.2 million followers saying


“Apple’s accessibility dept has just put out this video, to celebrate International Day of Persons with Disabilities (Dec 3). I know it’s fundamentally an ad, but it’s also super powerful.”

Apple also released an audio description version of the ad.

Bobby McGill

Bobby McGill

Bobby is the founder and publisher of Branding in Asia.

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