Tech giant Apple has courted controversy after releasing its latest ad for iPad Pro.
Titled ‘Crush’, the ad drew sharp criticism from various quarters, including Bollywood actor Hrithik Roshan, who called it “sad” and “stupid”.
Announced by Apple CEO Tim Cook at the Let Loose event on May 7, the commercial features a giant hydraulic press that crushes a variety of creative objects, from musical instruments to gaming consoles. iPad Pro.
Hrithik Roshan took to his Instagram story to express his displeasure: “How sad and ignorant the new Apple ad is.”
Famous figures such as Hugh Grant, Justine Bateman, Asif Kapadia and Luke Barnett have also criticized the advertisement for its lack of creativity.
The ad’s reception among viewers reflected celebrity sentiment, with many expressing disappointment and concern over the news. The social media platform was flooded with comments emphasizing the unintended destruction of the creative tools featured in the ad.
In response, Apple apologized and pulled the ad from television. Thor Myhren, Apple’s VP of marketing communications, acknowledged the mistake and said the company is committed to fostering creativity around the world.
