In a recent social media update, Bollywood icon Hrithik Roshan voiced strong disapproval of Apple’s latest promotion for the iPad Pro, branding it as ‘disheartening’ and ‘uninformed.’ The commercial, titled ‘Crush,’ has garnered substantial criticism from both celebrities and the general populace for its portrayal of destructive imagery. The uproar commenced following its debut by Apple CEO Tim Cook at the ‘Let Loose’ event on May 7.
The Controversial Apple iPad Pro Commercial: Hrithik Roshan’s Take?
The commercial showcases a colossal hydraulic press obliterating various artistic objects, including musical instruments, paint cans, gaming consoles, and sculptures, to highlight the sleek design of the new iPad Pro.
Hrithik Roshan added his voice to the chorus of dissent, remarking on his Instagram story, “How disheartening and uninformed is the new Apple ad.” His sentiments resonated with other prominent figures such as Hugh Grant, Justine Bateman, Asif Kapadia, and Luke Barnett, who also criticized the commercial for its perceived disregard for creativity.
The commercial’s reception among audiences has been overwhelmingly negative, with many expressing dismay and apprehension about its underlying message. One social media user lamented, “It was disheartening to witness the destruction of creative tools like musical instruments and cameras.” Another critiqued its impact, stating, “I’m uncertain if ‘reckless destruction of all the beautiful and valuable things in our world’ was the intended impression.”
Apple’s Response
The backlash prompted Apple to issue an apology and pull the commercial from television circulation. Tor Myhren, VP of marketing communications at Apple, acknowledged the misstep, asserting, “Creativity is at the core of Apple’s ethos, and it’s paramount for us to develop products that empower creatives globally.”
Despite the apology, the furor surrounding the commercial underscores persistent apprehensions within the creative community concerning the influence of technology.
