Apple has been taking important steps for years in making technology more accessible. The company took this approach one step further with the Motion Mode feature on the iPhone 14 and later models. This feature aims to facilitate the daily lives of individuals who have tremors in their hands, such as Parkinson’s patients. On the other hand, the new campaign launched by Apple in Brazil reveals the real-life effects of this technology.
Motion Mode was basically designed as a camera feature that corrects vibrations and shakes that occur during video recording. However, the use of this technology is not limited to professional or hobby shooting. For individuals who have difficulty with motor skills, such as Parkinson’s patients, this feature provides an ease of life rather than an ordinary innovation. In this context, Apple’s new campaign describes the experiences of Parkinson’s patients thanks to Motion Mode.
Apple’s Brazilian campaign and the story of Rodrigo Mendes
In its campaign, Apple included the story of Rodrigo Mendes, who has had Parkinson’s disease since 2009 but continues to pursue his mountaineering hobby. Mendes emphasizes how important it is for him to videotape the views he encounters during mountain climbing. Stating that shooting these images has now become much easier with Motion Mode, Mendes said: “Climbing a mountain is a great experience in itself, but recording it is of particular importance. Being able to capture an image with your hand shaking like that really makes a big difference.” he said.
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In addition to Mendes, the experiences of different Parkinson’s patients were also included in the campaign. All videos clearly show the difference between shots taken using Motion Mode and shots with this feature disabled. These videos, recorded in Portuguese in Brazil and shared on Apple’s official Instagram account, were delivered to a wider audience with English subtitles.
This campaign from Apple not only promotes accessibility; It also reveals the potential of technology to improve people’s quality of life. On the other hand, the fact that Apple’s Motion Mode offers a solution for Parkinson’s patients reminds us once again how important innovation in accessibility is.
Apple’s accessibility efforts aren’t limited to Gesture Mode. The company made it possible to use these devices as hearing aids with an update to AirPods Pro 2 in recent months. This feature makes a big difference in daily life, especially for individuals with hearing loss. Additionally, technologies such as Apple Watch’s irregular heart rhythm notifications or iPhone’s Emergency SOS feature are among other innovations that support the company’s commitment to accessibility.
Additionally, Sarah Herrlinger, Apple’s head of global accessibility, continues to emphasize the company’s mission to make technology accessible to everyone. The stories shared and innovations made as part of this mission aim to transform not only technology but also the lives of users.