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This was the right thing to do, but I doubt “the right thing to do” was the primary motivator for it. This is smart marketing that helps position them as the more caring, inclusive, and capable tech brand. It also expands their reach more than a fraction of a percent. 13% of Americans have some form of disability.


I feel like it also helps them get an edge in the healthcare sector, which has buckets of money in the mix.


75+% of Americans become disabled (mostly temporarily) in their lifetime. So it will affect most people someday. And everyone dies in the end.


Tim Cook in response to a shareholder proposing scrapping accessibility to improve ROI:

“When we work on making our devices accessible by the blind, I don’t consider the bloody ROI”.


That's just more "cause marketing." The first ever $3T company definitely considers the bloody ROI in every decision -- whether the CEO is willing to admit it publicly or not.




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