Technology is most powerful when it empowers everyone.
Camera pans slowly across a home kitchen, then cuts to a mirror. Sady, a woman with spastic cerebral palsy, is in the mirror’s reflection. Her hair is being brushed by her caretaker.
Cut to various shots of Sady being dressed by her caretaker.
(Sady — narrating with the help of electronic voice software)
People think that having a disability is a barrier.
Close-up of her electric wheelchair wheels rolling over a threshold.
Cut to Sady, working with an iMac at a desk in her home. She moves her head to operate switches on both sides of her wheelchair headrest, typing in Pages through Switch Control.
But that’s not the way I see it.
Close-up of the iMac screen reveals her narration as it’s being typed.
Cut to a young man holding up his iPhone while making sign language gestures.
You can catch up with friends.
The man is using FaceTime to have a sign language conversation with a woman.
She signs back while smiling.
Cut to a young man, a boy, and a woman in a park. The young man is taking a photo of the boy with iPhone.
You can capture a moment with your family.
Since the young man is blind, he uses the VoiceOver feature to follow audible commands in the Camera app.
One face. Small face. Focus lock.
[Camera app shutter sound]
Cut to a close-up of a woman’s hand holding an iPhone. She opens the Home app and taps the Good Morning button.
And you can start the day bright and early.
The woman is lying in her bed. Her lamp turns on and the window shade rises automatically as a result of pressing the button. She moves from the bed to her wheelchair.
Cut to a doorway as a man exits, prepared to go on a hike with friends. He looks at his iPhone.
You can take a trip to somewhere new.
Close-up of his ear reveals that he is wearing a hearing aid.
[wind blowing loudly]
Cut to a close-up of the man’s iPhone screen. He selects Outdoor in his hearing aid settings.
[wind blowing quietly]
Three miles to the summit.
He continues walking to catch up with his friends.
Cut to a young boy in a classroom, studying on an iPad while wearing headphones.
You can concentrate on every word of a story.
Cut to a close-up of the boy’s iPad screen. “Home Before Dark” is the title of the chapter he’s reading. His iPad reads the first sentence aloud, highlighting each word as it is spoken.
A bird began to sing.
Cut to a close-up of the boy’s face as he reads and listens.
Jack opened his eyes.
Cut to a close-up of an Apple Watch on a woman’s wrist.
She taps Outdoor Wheelchair Run Pace in the Workout app, then taps Start.
You can take the long way home.
The woman quickly propels her wheelchair down a paved path beside the beach. Suddenly, she stops and begins moving backward, as if she were in a video being played in reverse.
Camera zooms out to reveal that this is a video that Sady is editing in Final Cut Pro. All the previous scenes described above are quickly played in reverse as well.
Or edit a film . . . like this one.
Cut to a close-up of Sady, moving her head to operate switches on both sides of her wheelchair headrest, as she continues editing the film.
When technology is designed for everyone . . .
Cut to a close-up of Sady’s iMac screen where she opens a directional controller and selects a downward motion. She moves the final clip into place — a shot of the woman in the wheelchair racing toward the sunset on the horizon.
. . . it lets anyone do what they love . . . including me.
Cut to a close-up of Sady, smiling.
Cut to the Apple logo against a white background.
Taking a family portrait. Catching up over FaceTime. Raising the blinds to let in the morning light. We want everyone to enjoy the everyday moments that technology helps make possible, so we work to make every Apple product accessible from the very start. Because the true value of a device isn’t measured by how powerful it is, but by how much it empowers you.