Apple's Powerful Film Highlights ‘The Greatest’ Ahead of International Day of Persons with Disabilities

Apple’s new spot 'The Greatest' showcases the brand's commitment to accessibility, launching ahead of International Day of Persons with Disabilities in December 2022.

This film aims to raise awareness of several incredible accessibility innovations born from the desire to support people living with vision, hearing, mobility or cognitive disabilities.

Following the journey of seven amazing people as they go about their days, living their lives and mastering Apple accessibility features as they navigate their way through the world. The film presents a new attitude in the depiction of disability - a celebration of ability in everyday moments, often enabled by Apple technology.

The track 'I am the Greatest' uses lyrics from the speeches of the legendary Muhammad Ali, who himself became an advocate for disability after developing Parkinson’s late in life.

Rooted in a recital of Ali’s iconic words by Spinifex, the track was then remixed by one of the cast - Cola Boyy, a music artist and producer who opened Coachella this year. Juilliard-trained jazz pianist Matthew Whitaker then improvised on top of this track, and the resulting collaboration is woven throughout the fabric of the film.