Apple’s New Ad Honors Dr. Jane Goodall – and Raises Questions About Using Her Voice

Apple’s latest marketing move, “Great Ideas Start on Mac”, takes a surprisingly emotional turn – and a controversial one. The ad uses the unmistakably calm and reflective voice of Dr.

Jane Goodall, the legendary primatologist and anthropologist who passed away earlier this month at the age of 91. Known globally as the foremost expert on chimpanzees and a lifelong advocate for environmental awareness, Dr. Goodall’s voice carries a deep sense of curiosity and reverence for life – qualities Apple clearly wanted to associate with the Mac brand.

The commercial opens with the line: “Every story you love, every invention that moves you, every idea you wished was yours, all began as nothing. Just a flicker on a screen, asking a simple question: What do you see?” The metaphor ties directly into Apple’s long-standing message: that every innovation, film, or creative spark starts with a blank digital canvas – the Mac’s screen. Through this, Apple isn’t just advertising a product; it’s trying to weave the Mac into the mythology of creativity itself.

In Apple’s YouTube description of the campaign, the company emphasizes that “From groundbreaking discoveries to award-winning films – all of it starts from nothing. Endless possibility is waiting. What will you make with it?” The ad arrives just as the highly anticipated M5 MacBook Pro reaches stores, making it both a poetic homage and a subtle sales pitch.

For many, this is Apple’s way of paying tribute to a pioneering thinker who embodied curiosity and imagination – traits the brand often celebrates. However, others view the use of Goodall’s voice posthumously as crossing a moral line, raising questions about consent and commercial ethics. Regardless of where one stands, the ad undeniably captures the intersection of technology and human inspiration, ensuring that both Apple and Dr. Goodall’s legacy continue to spark debate and reflection.