Tech giant Apple finds itself embroiled in controversy following the release of its latest advertisement for the iPad Pro.
The ad, titled 'Crush', has drawn sharp criticism from various quarters, including Bollywood actor Hrithik Roshan, who labeled it as 'sad' and 'ignorant'.
The commercial, unveiled by Apple CEO Tim Cook during the company's 'Let Loose' event on May 7, features a giant hydraulic press crushing a plethora of creative objects, ranging from musical instruments to gaming consoles, ostensibly to highlight the sleek design of the new iPad Pro.
Hrithik Roshan took to his Instagram story to express his disapproval, stating, "How sad and ignorant is the new Apple ad."
His sentiments were echoed by other notable personalities such as Hugh Grant, Justine Bateman, Asif Kapadia, and Luke Barnett, who condemned the ad for its perceived insensitivity towards creativity.
The advertisement's reception among viewers mirrored the sentiments of the celebrities, with many expressing disappointment and concern over its message. Social media platforms were inundated with comments decrying the wanton destruction of creative tools depicted in the ad.
Reacting to the backlash, Apple issued an apology and withdrew the ad from television airings. Tor Myhren, VP of marketing communications at Apple, acknowledged the misstep, emphasizing the company's commitment to fostering creativity worldwide.
