Why I love Apple's The Greatest advert

Apple's latest advert is the best storytelling about disability I've seen in a long time. Here's why...

1. It's full of joy

Disability often means struggle. But that's because we live in an ableist world.

The problem is not disability. The problem is the social systems that disable us.

2. It shows ingenuity

How often do you...

• type something using a keyboard?

• use a voice assistant, like Siri?

• use cruise control?

  ride a bike, wheel a stroller/pram or roll a suitcase along the pavement?

  You can do these things thanks to the ingenuity of disabled* activists and inventors.
  
  They were all invented by and for disabled people.
  
  These ingenious creations benefit all of us, even if we're not yet disabled.
  
  I'm typing this on my laptop keyboard. In part thanks to Carolina Fantoni (who was blind) and her lover Pellegrino Turri, who developed one of the earliest typewriters so they could communicate secretly.
  
  3. It's inspiring, but it's not inspiration porn

Stella Young coined the term "inspiration porn" for those exhausting, patronising stories we tell about disabled people being soooo inspiring and amazing just for existing. Yawn.

We don't tell non-disabled people they're "an inspiration" just for existing.

And inspiration porn puts all our focus on the disabled person, instead of on the *social systems* which disable us.

The social model of disability says we are disabled by:

• the social systems around us, and

• by the mismatch between our bodies and our environments.
  
  The person is not the problem.
  
  A thoughtfully-designed environment enables us.
  
  Assistive tech enables us.
  
  Smart tools enable us to be, and do, what we want.
  
  And Apple's The Greatest ad perfectly sums this up.
  
  With the right tools, with creativity and boldness and bravery, we can be great.
  
  As Neil Marcus says: 'Disability is not a 'brave struggle' or 'courage in the face of adversity'... disability is an art. It's an ingenious way to live. '
  
  Have you watched the film? Let me know what you think!
  
  * I use identity-first language. I know that my friends with disabilities in India, the US, Australia and other countries tend to use person-first language. No judgement, that's just my preference