WATCH: Apple ensures user voice is ‘never lost’ in new ad

Apple has released a new advert to promote its new software update, showcasing voice-preservation technology which allows users to recreate their own voice to ensure that it’s”never lost”.

Directed by Oscar-winning director Taika Waititi, the phone giant’s new campaign features a young girl helping a giant mystical creature to find its ‘lost voice’ in the wilderness.

After searching throughout the forest and seas, it is revealed the narrator is in fact voiced by the girl’s father, who appears to have lost his voice due to an illness, however, through Apple’s technology he has managed to preserve it.

The whole advert is entirely narrated by AI-generated speech.

Starring disability advocate and physician Tristram Ingham, the ad was released in support of the International Day of Persons with Disabilities.

Ingham said: “Disability communities are very mindful of proxy voices speaking on our behalf. Historically, providers have spoken for disabled people, family have spoken for disabled people.”

“If technology can allow a voice to be preserved and maintained, that’s autonomy, that’s self-determination. When you have something that is so precious – a taonga, a treasure – I think we should do anything we can to make sure we keep hold of that.”

“At Apple, we design for everyone, and that includes individuals with disabilities,” Apple Senior Director of Global Accessibility Policy and Initiatives Sarah Herrlinger added.

“Communication is a crucial part of what makes us human, and we’re committed to supporting nonspeaking users as well as those who may be at risk of speech loss.”