TECH NEWS – Apple’s new spot “Great Ideas Start on Mac” features the distinct voice of the late Dr. Jane Goodall, framing creativity as the instant when a mere “flicker on a screen” becomes something real.

Dr. Jane Goodall was a towering figure in anthropology and primatology, renowned for her pioneering fieldwork with chimpanzees. Apple has long positioned Mac as a catalyst for creativity, and its latest short continues that theme with Goodall’s narration.

The script captures the pre-creation spark: “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?” On YouTube, Apple adds: “From groundbreaking discoveries to award-winning films—it all starts from nothing. Endless possibility awaits. What will you make of it? Great ideas start on Mac.”

Goodall passed away on October 1, 2025, at the age of 91; tributes poured in worldwide, including from Apple CEO Tim Cook. From Apple’s perspective, the new film reads as a tribute, with the narration delivered in Goodall’s voice. (The ad doesn’t specify whether the audio is archival; in any case, the narration is the focal point.)

Ethically, there’s a clear line between using licensed archival recordings as homage and recreating a voice via AI—an approach that has raised concerns in other contexts. In coverage of Apple’s ad, outlets highlight Goodall’s narration; there’s no official indication the spot used AI voice synthesis.

Source: 9to5Mac, AppleInsider, WCCFTech, Tim Cook / X, YouTube