Apple celebrated Thanksgiving with its annual holiday ad, a heartfelt 2-minute spot titled “Heartstrings”, now streaming on the company’s YouTube channel. This year’s ad shines a spotlight on accessibility and inclusivity, focusing on the AirPods Pro 2 and the innovative hearing health features introduced in iOS 18.1 last month.
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For the first time, Apple’s holiday storytelling highlights disability, emphasizing the importance of sound in how we connect to the world. The ad draws attention to a startling fact: people with hearing loss often wait a decade before seeking help, leaving millions unaware of their condition and without proper support. To address this, Apple offers a groundbreaking end-to-end hearing health experience, allowing users to take a scientifically validated hearing test and activate a clinical-grade hearing aid directly on their AirPods Pro 2—all from the comfort of home.
Watch the campaign here:
Set against a cozy Christmas morning backdrop, Heartstrings portrays a family exchanging gifts amid the joyous sounds of crinkling wrapping paper and laughter. At the heart of the story is a father quietly observing, his hearing loss isolating him from the moment. For a very long time he could not properly hear his daughter’s voice when she was a child as he has mild hearing problems. Everything changes when he slips on his AirPods Pro 2 and hears his daughter play a soulful tune on her acoustic guitar. The scene is interwoven with nostalgic glimpses of her childhood, evoking deep emotion and a sense of connection.
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