{"id":35282,"date":"2025-12-08T22:01:56","date_gmt":"2025-12-08T22:01:56","guid":{"rendered":"https:\/\/inclusivenews.com.br\/?p=35282"},"modified":"2025-12-08T22:03:34","modified_gmt":"2025-12-08T22:03:34","slug":"apple-ad-accessibility-and-representation-but-not-for-everyone","status":"publish","type":"post","link":"https:\/\/inclusivenews.com.br\/?p=35282","title":{"rendered":"Apple ad: Accessibility and Representation! But not for everyone"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"168\" src=\"https:\/\/inclusivenews.com.br\/wp-content\/uploads\/2025\/12\/remark-1.jpg\" alt=\"blond blind woman smiles with an iphone in her has.\" class=\"wp-image-35283\" style=\"width:535px;height:auto\"\/><\/figure>\n\n\n\n<p>Apple&#8217;s ad for the International Day of Persons with Disabilities is an impressive piece.<\/p>\n\n\n\n<p>&#8220;I&#8217;m not remarkable&#8221; begins with engaging images often seen in Hollywood movies, with young people receiving the news of university approval with joy and enthusiasm.<\/p>\n\n\n\n<p>It continues to show life in university for students with disabilities on campus, alongside with people without disabilities, with the support of accessibility resources that the company offers in its products such as screen reader, magnifying glass for low vision, voice control for the blind, video calls for the deaf, among others.<\/p>\n\n\n\n<p>These technologies are fundamental and very welcome to ensure the inclusion of students with disabilities in all stages of their education.<\/p>\n\n\n\n<p>The whole movie continues with a great rock theme with the same name as the ad, with meaningful lyrics (below) sung by the characters, lots of dancing and fun from the college students. The feeling is vibrant!<\/p>\n\n\n\n<p>At first glance, it is everything that we defend to give more visibility, with the performance of actors with real disabilities, aiming to send a positive and inclusive image of people with disabilities in the media.<\/p>\n\n\n\n<p>But something is missing out.<\/p>\n\n\n\n<p>We reviewed the main film several times and did not find any people with Down syndrome participating in the commercial. It is also unclear the participation of an autistic characters.<\/p>\n\n\n\n<p>Award-winning director Kim Gehrig had already directed the film &#8220;The Greatest&#8221;, for Apple, in 2022. On that occasion there was a woman with Down syndrome in the film: https:\/\/vimeo.com\/776811579<\/p>\n\n\n\n<p>There are many examples of people with Down syndrome attending higher education in Brazil and the rest of the world, although in a much smaller number than we would like.<\/p>\n\n\n\n<p>The lack of representation in Apple&#8217;s commercial further reinforces the stereotype that people with intellectual disabilities don&#8217;t make it to university. But we know that this is the result of an ableist society and the lack of accessibility measures for the entry and permanence of people with intellectual disabilities in higher education.<\/p>\n\n\n\n<p>Another unfortunate absence was the use of Alternative and Augmentative Communication (AAC) for communication in campus. Apps that are downloaded to tablets are increasingly used by people with complex communication needs. Certainly, its users around the world felt excluded from the commercial.<\/p>\n\n\n\n<p>While applauding technological advances that help break down barriers and increasingly include people with disabilities in different spaces, we hope that the next pieces of advertising from Apple and other companies will remember all their consumers. And that accessibility resources are increasingly affordable so that those who need them are really included.<\/p>\n\n\n\n<p>Watch the ad:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Accessibility | I\u2019m Not Remarkable | Apple\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KmFPWxjmnqE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><strong>I&#8217;m not remarkable<\/strong><\/p>\n\n\n\n<p>By Tim Minchin<\/p>\n\n\n\n<p>Performer Kittyy &amp; The Class<\/p>\n\n\n\n<p>1, 2<\/p>\n\n\n\n<p>1, 2, 3, 4!<\/p>\n\n\n\n<p>I\u2019m not remarkable<\/p>\n\n\n\n<p>I\u2019m just finding my way<\/p>\n\n\n\n<p>It\u2019s not a walk in the park<\/p>\n\n\n\n<p>But baby I got the grades<\/p>\n\n\n\n<p>Don\u2019t wanna be admired<\/p>\n\n\n\n<p>I\u2019m not your inspiration<\/p>\n\n\n\n<p>If you wanna be inspired<\/p>\n\n\n\n<p>There\u2019s a library down the hall<\/p>\n\n\n\n<p>Have you noticed admiration<\/p>\n\n\n\n<p>Sometimes smells a bit like pity?<\/p>\n\n\n\n<p>I can be strong<\/p>\n\n\n\n<p>I get stuff wrong (Arrrrggghh!)<\/p>\n\n\n\n<p>And I don\u2019t always talk so pretty<\/p>\n\n\n\n<p>I\u2019m not remarkable<\/p>\n\n\n\n<p>Not heroic or brave<\/p>\n\n\n\n<p>I\u2019ve got no superpowers<\/p>\n\n\n\n<p>I can\u2019t even do this stupid equation!<\/p>\n\n\n\n<p>I\u2019m not remarkable<\/p>\n\n\n\n<p>And neither are you!<\/p>\n\n\n\n<p>We all have toes (How weird are toes!?)<\/p>\n\n\n\n<p>We all look funny in the nude!<\/p>\n\n\n\n<p>I\u2019ve got a face<\/p>\n\n\n\n<p>I\u2019ve got a place<\/p>\n\n\n\n<p>I\u2019ve got a life<\/p>\n\n\n\n<p>I\u2019ve got a name<\/p>\n\n\n\n<p>And I need stuff<\/p>\n\n\n\n<p>And you need stuff<\/p>\n\n\n\n<p>And all our stuff<\/p>\n\n\n\n<p>Is not the same<\/p>\n\n\n\n<p>And some days, I get so tired<\/p>\n\n\n\n<p>She gets grumpy<\/p>\n\n\n\n<p>He gets bossy<\/p>\n\n\n\n<p>Yeah well, I have a Special Need\u2026 I call it \u201ccoffee\u201d<\/p>\n\n\n\n<p>Do I have to be remarkable?<\/p>\n\n\n\n<p>I\u2019m just having a try<\/p>\n\n\n\n<p>I\u2019m not fragile or indestructible<\/p>\n\n\n\n<p>And like everyone I sometimes cry<\/p>\n\n\n\n<p>And I\u2019m not like the rest\u2026<\/p>\n\n\n\n<p>But then, the rest of you aren\u2019t like the rest either<\/p>\n\n\n\n<p>I\u2019m not a saint, I\u2019m not a sinner<\/p>\n\n\n\n<p>I\u2019m not a loser, I\u2019m not a winner<\/p>\n\n\n\n<p>I\u2019m not more and I\u2019m not less<\/p>\n\n\n\n<p>I\u2019m just your average human mess!<\/p>\n\n\n\n<p>I\u2019m not remarkable<\/p>\n\n\n\n<p>And neither are you<\/p>\n\n\n\n<p>I\u2019m not remarkable<\/p>\n\n\n\n<p>And neither are you (Neither am I!)<\/p>\n\n\n\n<p>We\u2019ve all got toes (Hold on, I don\u2019t!)<\/p>\n\n\n\n<p>We all look gorgeous in the nude<\/p>\n\n\n\n<p>I\u2019ve got a face<\/p>\n\n\n\n<p>I\u2019ve got a place<\/p>\n\n\n\n<p>I\u2019ve got a life<\/p>\n\n\n\n<p>I\u2019ve got a name<\/p>\n\n\n\n<p>And I need stuff<\/p>\n\n\n\n<p>And you need stuff<\/p>\n\n\n\n<p>And all our stuff<\/p>\n\n\n\n<p>Is not the same<\/p>\n\n\n\n<p>And we will strive<\/p>\n\n\n\n<p>And we will fail<\/p>\n\n\n\n<p>And we\u2019ll get hurt<\/p>\n\n\n\n<p>But we\u2019ll prevail<\/p>\n\n\n\n<p>And it\u2019ll be joyous<\/p>\n\n\n\n<p>And it\u2019ll suck<\/p>\n\n\n\n<p>And I\u2019ll be lonely<\/p>\n\n\n\n<p>And I\u2019ll be loved<\/p>\n\n\n\n<p>And on the way<\/p>\n\n\n\n<p>We will discover<\/p>\n\n\n\n<p>We\u2019re not the same<\/p>\n\n\n\n<p>But we\u2019re not the other<\/p>\n\n\n\n<p>There\u2019s a life out there that I refuse to miss<\/p>\n\n\n\n<p>I\u2019m only remarkable because everybody is<\/p>\n\n\n\n<p><strong>Patricia Almeida is a journalist, master in Disability Studies, creator and co-founder of <a href=\"https:\/\/gadim.org\/\">GADIM &#8211; Global Alliance for the Inclusion of People with Disabilities in Media and Entertainment<\/a>, and <a href=\"https:\/\/www.gadimbrasil.org\/\">GADIM Brasil.<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple&#8217;s ad for the International Day of Persons with Disabilities is an impressive piece. &#8220;I&#8217;m not remarkable&#8221; begins with engaging images often seen in Hollywood movies, with young people receiving the news of university approval with joy and enthusiasm. It continues to show life in university for students with disabilities on campus, alongside with people [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35283,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-container-style":"default","site-container-layout":"default","site-sidebar-layout":"default","disable-article-header":"default","disable-site-header":"default","disable-site-footer":"default","disable-content-area-spacing":"default","footnotes":""},"categories":[76],"tags":[],"class_list":["post-35282","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-midia-e-deficiencia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apple ad: Accessibility and Representation! 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