Apple’s Heartstrings ad and AirPods Pro 2 stand out in a competitive landscape where major players like Microsoft, Google, and others have also developed impactful accessibility campaigns. Each company takes a distinct approach to inclusivity, appealing to different aspects of their audience’s values and needs.

I think that is the message of Apple's latest holiday commercial, "Heartstrings," naturally, which focuses specifically on the Apple AirPods Pro 2's latest auditory capabilities.

Apple rolled out Apple AirPods Pro 2 with a hearing aid feature, saying, “People with hearing loss wait an average of 10 years before getting their hearing tested and fitted for hearing aids. Leaving millions unaware they’re living with hearing loss and without the assistance they need."

Apple released an emotional Christmas ad the focuses on the Hearing Aid feature available on the AirPods Pro 2.

The ad flashes back to sweet family moments when the father also couldn’t hear well. Returning to the present moment, he puts in the AirPods Pro 2 and the sounds all become clear, thanks to the earbuds’ clinical-grade Hearing Aid feature, introduced a month ago.

Apple AirPods Pro 2 can now perform ably – and cheaply – as over-the-counter hearing aids, but there are some flaws and compromises.

Step 1: Make sure your devices are updated. The Hearing Aid mode is a software, not hardware, feature. That means AirPods Pro 2 owners still need to make sure their earphones are updated to the latest firmware, and that their connected iPhone or iPad is updated to iOS 18.1. Step 2: Ensure your AirPods are charged above 10 percent.

To my knowledge, Heartstrings is the first holiday spot from Apple to prominently feature disability and accessibility.