Apple’s Groundbreaking Film ‘The Greatest’ Showcases Accessibility Innovations for International Day of Persons with Disabilities
The Greatest” is a short film showing people using the life-changing accessibility features that are built in across Apple products and services.
Apple, as a company, holds a strong belief that accessibility is a basic human right. With this core value in mind, Apple incorporates accessible design principles into all aspects of its work, starting from the very inception of devices, software, and retail experiences. Demonstrating their unwavering commitment to accessibility, Apple released a film called “The Greatest” on December 3, 2022, in observance of the International Day of Persons with Disabilities. This film aimed to raise awareness about the various accessibility innovations created by Apple to empower individuals with disabilities, while also reshaping the representation of disability itself.
“The Greatest” centers around the daily lives of seven individuals, highlighting the authentic use of Apple’s accessibility features. The cast members played an integral role in the creative process, actively contributing their personal experiences to ensure a truthful depiction of their world. The script was meticulously reimagined and tailored to accurately express their realities. To enhance the film’s impact, Apple incorporated a powerful soundtrack featuring remixed words from the legendary Muhammad Ali. The cast members themselves, including Cola Boyy, a talented DJ/producer, and Matthew Whitaker, an acclaimed jazz pianist, performed this exclusive score.
Throughout the production of “The Greatest,” Apple prioritized diversity and inclusivity by assembling a crew that included individuals with disabilities. This commitment to representation extended behind the camera, ensuring that the film captured the spirit of the community it aimed to empower. The reception of “The Greatest” surpassed expectations, amassing a staggering 16 million views on YouTube within a single week. Additionally, an Audio Described version of the film, which further strengthened connections with the accessible community, garnered an additional 181,000 views. The film’s overwhelmingly positive response generated extensive social commentary, illustrating an increased understanding of Apple’s accessibility features within both the disabled community and the general public. Both the film itself and Apple’s resolute declaration that accessibility is a human right have resonated strongly online, garnering substantial praise as progressive statements in support of disability rights.
Tag:
Apple, Accessibility, Disability Inclusion, The Greatest film, Accessibility Innovations, International Day of Persons with Disabilities, Apple technology, Disability rights, Empowering individuals with disabilities, Disability In Tech
