| Last summer, Apple found itself in a pickle with the | | | | paid in 2008 for failing to make some of its Web |
| disability community. The state of Massachusetts was | | | | content accessible to blind people. |
| threatening to sue Apple for failing to make its iTunes | | | | One way for companies to approach accessibility is to |
| media library accessible to blind students. Apple agreed | | | | consider the principles of universal design, which |
| to pay $250,000 and added audio to almost its entire | | | | requires that a product be built for everyone, including |
| iTunes library. It also decided to include audio in its | | | | those with disabilities. For example, GE recently |
| latest iPod Shuffle, released this month, which it has | | | | designed a kitchen with appliances such as a |
| marketed as an accessible iPod. | | | | motorized adjustable sink that can be used by both tall |
| Apple avoided a costly lawsuit, but other companies | | | | and short people, including those in a wheelchair or |
| haven't been as fortunate. In the state of Washington, | | | | those with a stature disability. GE markets the kitchen |
| movie theater chains are being sued for failing to | | | | as "Real Life Design." |
| make closed-captioned movies available more | | | | If universal design isn't an option, brands should |
| frequently to the deaf and hard-of-hearing. This latest | | | | consider partnering with an assistive technology |
| class-action suit has the potential to spill over into other | | | | provider to help configure their product to the needs of |
| areas of digital media, such as news streaming, TV | | | | people with disabilities. Amazon, for example, recently |
| show streaming, and movie downloads via the Internet. | | | | partnered with Nuance Communications, a maker of |
| Time and time again, companies spend heavily on | | | | speech-recognition technology, to add audio to its |
| product development and marketing, but fail to | | | | Kindle 2 electronic book reader. Companies that have |
| consider people with disabilities who might use their | | | | an online presence should also check the latest |
| products. This oversight seems irresponsible: In the U.S., | | | | accessibility guidelines from the World Wide Web |
| 54 million adults -- or one in five Americans -- have a | | | | Consortium, or W3C. |
| physical or mental disability. People with disabilities have | | | | At the very least, companies should begin to think |
| a combined income of more than a trillion dollars -- and | | | | about every single consumer who might use its |
| are willing to spend it on products and technologies | | | | products at some point -- including people with |
| that make their lives more productive. | | | | disabilities. Accessibility helps create more useful |
| Brands that ignore the needs of this group relinquish an | | | | products, protects against lawsuits and opens doors to |
| opportunity to reach this growing demographic. They | | | | a new market that has been undeserved for too long. |
| also put their business at a higher risk for costly | | | | Accessibility is a reality that companies can no longer |
| lawsuits, such as the $6 million in damages that Target | | | | afford to ignore. |