Apple has just released a new accessibility-focused short film that flips perceptions about disability.
"The Relay" offers a brief look into the worlds of eight athletes as they train for a unique race that pits adaptive athletes against their non-disabled counterparts.
With a strong belief in accessibility as a basic human right, Apple decided to hold this competition, making a strong statement about accessibility and inclusivity.
Directed by Derek Cianfrance (best known for his work on "Sound of Metal" and "Blue Valentine") and produced by Radical Media, the campaign stars top athletes who are global contenders for the Olympics in 2028.
It highlights a cyclist with an upper limb difference, a wheelchair racer, a blade runner, and a low-vision swimmer as they go through their day-to-day lives with the help of Apple's accessibility features.
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Accessibility is one of the tech giant's core principles, integrating it into devices for almost 40 years.
Some of the most prominent accessibility features on Apple devices include:
- Spoken Content on iPhone reads text out loud for blind and vision-impaired users.
- Magnifier + Point and Speak on iPhone enables blind and vision-impaired users to point at text on nearby physical objects and have it read aloud.
- AssistiveTouch on Apple Watch lets users with upper-limb differences operate the device without touching the screen.
- Wheelchair Workouts on the Workout app for Apple Watch gives wheelchair users two options to track workouts: Outdoor Wheelchair Walk Pace and Outdoor Wheelchair Run Pace.
Additionally, the film features third-party apps made specifically for athletes, including MATLAB on Mac, which visualizes aerodynamic data, GoSwim for analyzing swimmers' technique on iPad, and the my i-limb app for iPhone by Össur, which lets users control the grip of their bionic prosthetics.
Launched yesterday, the film will run on YouTube, as well as on Apple's website.
Accessibility on apps and websites is a vital part of inclusive design that gives differently-abled individuals the chance to use a product or service without any hassle.
While Apple has the resources to create accessibility tech, smaller brands can also contribute to the cause in their own way.
By making websites accessible to diverse users, meaning differently-abled people can navigate them with little to no difficulty, brands can boost audience reach, enhance their reputation, and build new connections.
Born to Compete, No Matter What
The dramatic spot opens in a massive stadium, showcasing two teams about to compete.
Dressed in all white and all black, each team is comprised of four adaptive and four non-disabled athletes, all participating in different sports.
As the stage is set and a race timer counts down, the film cuts to a shot of a sleeping athlete who is unceremoniously woken up by the infamous Apple alarm tone.
The disabled athletes go through their morning routine, assisted by Apple's accessibility features.
VoiceOver tells a low-vision athlete how long they slept for while the my i-limb app helps another control their prosthetic to crack an egg.
The video also widens its focus to show non-disabled athletes and how they train, providing contrast to the ad.
"We train the same way. We practice the same way. We sweat the same way. Everyone is going out there for the same reason: to be the best," the athletes narrate.
The training montage escalates, eventually cutting to the day of the race. The competition is intense, with each pair finishing neck and neck as a techno track plays in the background.
Competitors wholeheartedly embrace each other, showing that the love for the sport transcends all body types.
The spot ends with the tagline: "Designed for everybody."
Apple also launched a sports-themed OOH campaign in Paris last week, with billboards featuring the art of Simon Landrein.
Editing by Katherine 'Makkie' Maclang
