We Love Apple's Latest Ad That Reminds All of Us of Our Genius, Our Magic, and Our Ability to Shake This World

In a deeply impactful video launched ahead of the International Day of Persons With Disabilities on December 3, Apple’s latest advertising campaign shows us the transformative power of inclusive development. We love that it reminds us of all of our genius, our magic, and our ability to “shake this world,” as well as its inspiring representation of those living with disabilities.

About 1.2 billion people globally are disabled according to the World Health Organization. Despite this group making up roughly 15% of the world’s population, people with disabilities are rarely seen in our advertising, media and entertainment—especially in a non-stereotypical manner. Nielsen’s 2021 Ad Intel report found that they are only shown in 1% of primetime TV ads in the U.S., even though 26% of Americans are disabled.

The new Apple ad, called “The Greatest,” has a celebratory feel as it follows people with disabilities, including musicians, artists, athletes and parents, in their everyday situations. As the campaign promotes Apple software accessibility features such as Door Detection, Sound Recognition, and Voice Control, it most importantly conveys just how life-changing and critical inclusive technology can be.

We encourage you to watch “The Greatest” below and read more here about the film.

Question from the Editor: Were you also moved by Apple’s latest ad campaign and where else do you think we could be making progress on disability representation?