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December 3 is commemorated as International Day for People with Disabilities. To mark the day, Apple has released an ad film titled “Lost Voice.” The short film showcases two accessibility features — Personal Voice and Live Speech — that were introduced earlier this year with iOS 17.
Personal Voice is a feature that uses secure on-device machine learning to sample and recreate a user’s own voice, which means if they ever subsequently lose the ability to speak, they can continue to communicate through iPhone, iPad or Mac and still sound like themselves.Personal Voice also uses another new feature called Live Speech.
What is the ad film about?
The ad film tells the story of a young girl and her pink, floppy-eared furry friend, as they search high and low for his missing voice, before revealing a uniquely personal moment between a father and a daughter. Interestingly, the ad film is narrated entirely with Personal Voice, generated on iPhone. The ad film was cast with a genuine user of Personal Voice to narrate and play the role of the father: Dr Tristram Ingham, who is a physician, associate professor of epidemiology and a disability advocate from Wellington, New Zealand.
Ingham has facioscapulohumeral muscular dystrophy (FSHD), which causes progressive muscle degeneration starting in the face, shoulders, and arms, and can ultimately lead to an inability to speak.
Personal Voice is a feature that uses secure on-device machine learning to sample and recreate a user’s own voice, which means if they ever subsequently lose the ability to speak, they can continue to communicate through iPhone, iPad or Mac and still sound like themselves.Personal Voice also uses another new feature called Live Speech.
What is the ad film about?
The ad film tells the story of a young girl and her pink, floppy-eared furry friend, as they search high and low for his missing voice, before revealing a uniquely personal moment between a father and a daughter. Interestingly, the ad film is narrated entirely with Personal Voice, generated on iPhone. The ad film was cast with a genuine user of Personal Voice to narrate and play the role of the father: Dr Tristram Ingham, who is a physician, associate professor of epidemiology and a disability advocate from Wellington, New Zealand.
Ingham has facioscapulohumeral muscular dystrophy (FSHD), which causes progressive muscle degeneration starting in the face, shoulders, and arms, and can ultimately lead to an inability to speak.
Lost Voice
highlights Personal Voice as a technology and how it enables Ingham to preserve and continue to use his own voice well into the future.
Ingham used his own Personal Voice, created on iPhone. This involved recording 150 prompt phrases and then processing the Personal Voice, which is used to read out the lines of the story. For the shoot, Apple enlisted Oscar-winning director Taika Waititi ( who has films
Jojo Rabbit, Thor: Love and Thunder, What We Do In The Shadows
to his credit). Shot in Taika’s native New Zealand, the ad film features the natural landscapes of the country.
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