updated 07:43 pm EDT, Wed June 12, 2013
Life-changing, empowering, enriching uses for mobile devices highlighted
Apple has made a 10-minute promotional film that was released today on its YouTube channel highlighting a number of real-world uses for its iOS technologies and apps that are making a difference in the lives of people around the globe. The video itself is titled Making a difference. One app at a time and shows iPad and iPhone users and developers showing and talking about the way an app has changed their life. The video reflects remarks from CEO Tim Cook that the company's marketing efforts would focus more on the effect of its work rather than touting products.
This theme was kicked off in earnest at the very beginning of the WWDC keynote presentation, with a short video that presented an animated version of Apple's corporate thought process when it comes to designing and executing an idea. The presentation ended with another short video that reiterated the company's philosophy that it cares much more about designing great products that change society for the better or touch people's lives in a positive way than just being a large, successful corporation. Both former CEO Steve Jobs and present CEO Tim Cook have made the argument that caring about such things is at the root of Apple's success -- rather than the other way around.
"Each iOS app offers remarkable -- and often delightful -- possibilities," reads the new video's description. "But the most powerful iOS apps ever are ones that change people's lives in ways they never imagined." Viewers see the medical app SkyScape being used in remote villages in Africa to augment a doctor's work; a prosthetic control app called Galileo used to give a rower and a developer their active lives back; a remote tribe in Canada's Northwest Territories engages a developer to help them preserve their language and rituals; an autistic child finds a voice through an AssistiveWare iPad app.
One of the developers relates that he had no prior experience in programming, but just "saw a problem that needed to be solved," while another quotes Jobs by saying that he wanted to "make his own dent in the universe" with his app for handicapped people. The approach of the video, which barely shows the products in any detail but instead emphasizes the impact and the people who make and use the products, reminds viewers that Apple is the kind of company that would make a 10-minute film that's too long to air on television, that doesn't add to the company's profits or help them become more dominant in the marketplace.
It does, however, reconnect the corporation, its employees and customers with its other purpose beyond just making money or moving product.