Apple’s new ad shows how iPhone’s Action mode helps users with Parkinson’s shoot videos

iPhone

Sometimes the smallest everyday moments, recording a family dinner, filming your dog, capturing a sunset, can mean the world. But for people living with Parkinson’s disease, even holding a phone steady can be a challenge. Apple’s new ad shines a light on that struggle, and how a little piece of technology can make it easier.

The video introduces us to Brett, Bette, and Ellen. Each of them lives with Parkinson’s, a condition that often causes hand tremors. That makes filming with a phone difficult, if not impossible, because the footage turns out shaky. But with the iPhone’s Action mode, those wobbles are smoothed out instantly. What would have been an unwatchable clip becomes a steady, clear video.

For Brett, who has spent decades behind a camera, that difference is huge. “For someone like me, who's been using cameras for 30 years, it being an option again is kind of life-changing,” he says in the ad.

Apple doesn’t stop at just one feature. The ad also shows how tools like Voice Control help people operate their phones without having to rely on their hands as much. Taken together, these features make it possible to keep capturing memories — something many of us take for granted.

The Action mode feature works on the iPhone 14, iPhone 15, and iPhone 16 series (except the 16e).

At its heart, the ad isn’t really about specs or models. It’s about people who thought they’d lost the joy of filming, and are now able to pick it back up again. It’s a reminder that technology, when designed with care, can give back more than just convenience — it can give back moments that matter.