At the 2023 Emmy ceremony, Apple won the best commercial award for "The Greatest", a commercial about its accessibility features.

The commercial, created by Apple's in-house creative team in London, was created to mark International Day of Persons with Disabilities. The ad, which draws attention to accessibility features on iPhone, iPad and other devices, features real disabled individuals.

The commercial reveals the functionalities of Apple's new technologies in life, thanks to features using Siri, VoiceOver, Assistive Touch, Door Detection, Magnifier, Voice Recognition and other accessibility tools.