Apple puts accessibility in the spotlight with college-life short

Apple has launched a new accessibility-focused short film, "Designed for every student", in conjunction with International Day of Persons with Disabilities on 3 December.

Created in collaboration with TBWA\Media Arts Lab, the campaign highlights how students with disabilities worldwide use Apple products and built-in accessibility features to navigate campus life and fully participate in college experiences.

The film opens with students celebrating their college acceptance, before cutting to scenes across campus showing how they use Apple tools in everyday routines, from attending lectures and studying to socialising with friends. The short culminates in a vibrant group dance number, underscoring the message that the term “remarkable” should apply to everyone.

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Directed by Kim Gehrig, who also helmed Apple’s award-winning 2022 accessibility short "The Greatest", the campaign spotlights features ranging from long-standing tools like VoiceOver, AssistiveTouch, and Live Captions, to new offerings including Magnifier for Mac, Braille Access, and Accessibility Reader.

These functions are shown seamlessly integrated into students’ daily routines, from studying and socialising to attending lectures, reinforcing Apple’s focus on inclusion and independence. The campaign will roll out globally across broadcast, digital, and social platforms.

MARKETING-INTERACTIVE has reached out for more information. 

This comes shortly after Apple unveiled its annual holiday film, "A critter carol", which channels a more whimsical side of the brand. Directed by Mark Molloy and shot entirely on the iPhone 17 Pro, the 2-minute-20-second short follows a crew of handmade woodland puppets who stumble upon a lost iPhone and transform it into a music video set.

Featuring a chaotic a cappella number set to Flight of the Conchords’ Friends, the film combines humor, handcrafted puppetry, and creative camera work to celebrate friendship, craft, and seasonal storytelling.

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