Apple faces backlash: Hrithik Roshan slams new iPad Pro ad as 'sad and ignorant.' What is the controversy?

In a recent social media post, Bollywood actor Hrithik Roshan expressed strong disapproval of Apple's latest advertisement for the iPad Pro, describing it as 'sad' and 'ignorant'. The ad, titled 'Crush', has faced significant backlash from both celebrities and the general public for its portrayal of destructive imagery. The controversy began when Apple CEO Tim Cook unveiled the ad during the company's 'Let Loose' event on May 7.

The Controversial iPad Pro Ad: What Hrithik Roshan said?

The advertisement features a giant hydraulic press crushing various creative objects, including musical instruments, paint cans, gaming consoles, and sculptures, to showcase the slim design of the new iPad Pro.



Hrithik Roshan joined a chorus of criticism against the ad, stating on his Instagram story, "How sad and ignorant is the new Apple ad." His sentiments echoed those of other celebrities like Hugh Grant, Justine Bateman, Asif Kapadia, and Luke Barnett, who also condemned the ad for its perceived insensitivity towards creativity.

The ad's reception among viewers has been overwhelmingly negative, with many expressing disappointment and concern over its message. One social media user remarked, "I felt sad when I saw creative tools such as musical instruments and cameras being destroyed." Another user criticized the ad's impact, stating, "I’m not sure ‘wanton destruction of all the good and beautiful things in this world’ was really the vibe you were trying for."

Apple's Response

The backlash prompted Apple to issue an apology and withdraw the ad from television airings. Tor Myhren, VP of marketing communications at Apple, acknowledged the misstep, stating, "Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world."

Despite the apology, the controversy surrounding the ad underscores ongoing concerns within the creative community about the role of technology in art and expression. As technology continues to advance, discussions around the impact of innovation on creativity are likely to remain at the forefront of public discourse.