Apple launches heartfelt 'The human family' spot ahead of the Olympics

Apple has released an emotional spot as part of its long-running Shot on iPhone series, this time narrated to a poem by Maya Angelou.

Called "The human family", the spot is reportedly set to air during the Olympics opening ceremony, but has gone live on Apple's social media channels.

The ad runs through a collection of photos taken by iPhone users, with a particular focus on diverse sets of people.

It is narrated by the late Maya Angelou, whose poem concludes: 

"I note the obvious differences
between each sort and type,
but we are more alike, my friends,
than we are unalike."

The ad is already garnering praise on Twitter, with viewers noting Apple's broader diversity push under chief executive Tim Cook, who is openly gay.

Others described it as a heartening "antidote" to the US political mood.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free