No Frame Missed: Apple’s latest emotional ad shows iPhone helping people with Parkinson’s /

Tech for everyone / No Frame Missed is another example of Apple’s commitment to inclusion and accessibility. When Action Mode debuted with the iPhone 14 series in 2022, it was primarily showcased for high-energy activities like running or cycling, most notably in 2023’s Relax, It’s iPhone – Action Mode, where a mother pushes through a crowd to film her son’s race. In this campaign, the brand continues to demonstrate Action Mode’s capabilities, but shifts the focus towards inclusion, showing how the feature empowers users with different abilities and reflecting Apple’s broader aim to make technology accessible for everyone.

In our Apple Brand Spotlight, we explore how accessibility is a natural extension of the tech brand’s mission to enrich lives and enable creativity and self-expression. As Tim Cook said during an interview at Apple’s campus on Global Accessibility Awareness Day in 2017, ‘Apple is founded on giving people power to create things, to do things they couldn’t do without those tools. […] We don’t make products for a particular group of people; we make products for everybody.’

The campaign represents a meaningful evolution in how Apple markets its technology. Instead of focusing solely on technical specifications for the majority, it demonstrates how features like Action Mode can be transformative for users with specific needs. As filmmaker Brett Harvey, who appears in the campaign, explains, ‘For someone like me, who’s been using cameras for 30 years, it being an option again is kind of life-changing.’

Implement a human touch / This campaign is another example of how Apple leverages emotional storytelling to showcase its cutting-edge technology, moving beyond standard product demos. By highlighting real-life stories of users overcoming challenges using the brand’s tech, Apple creates relatable, humanised brand messaging that resonates with audiences.

In our Keeping it Real Trend, we unpack how it is much easier for people to form emotional connections with personal stories rather than broad themes, as these narratives can resonate on a deeper level. Furthermore, moving away from impersonal statistics and figures and spotlighting real people’s experiences makes your brand more relatable and personal.

In this campaign, Apple demonstrates that the most compelling tech narratives aren't about specifications or features, but about human potential unlocked. By focusing on individuals with Parkinson’s reclaiming their ability to capture life’s precious moments, Apple transforms what could have been a technical showcase into a powerful testament to dignity and creative expression. This approach doesn’t just sell products; it builds profound emotional equity by positioning Apple as a brand that truly understands the diverse needs of its users.