May 25, 2024 10:02 (IST)
Follow us:
facebook-white sharing button
twitter-white sharing button
instagram-white sharing button
youtube-white sharing button
Bangladeshi MP Anwarul Azim was honey-trapped; killers were paid Rs. 5 cr for his gory murder: Cops | NIA arrests another key conspirator in Bengaluru Rameshwaram Cafe blast case | Delhi court convicts Medha Patkar in criminal defamation case filed by Delhi LG VK Saxena | 2 cops suspended for 'not following protocol' in Pune Porsche accident case | Sadhus hit Kolkata streets in protest against Mamata Banerjee's attack on Kartik Maharaj
Indian actor Hrithik Roshan joins global celebrities in criticising Apple over new iPad Pro 2024 advertisement
Glimpse of the new Apple advertisement which triggered a controversy. Photo Courtesy: Tim Cook X page video grab

Indian actor Hrithik Roshan joins global celebrities in criticising Apple over new iPad Pro 2024 advertisement

| @indiablooms | 11 May 2024, 10:56 am

Indian actor Hrithik Roshan joined the list of global celebrities who have critcised tech major Apple for its new advertisement to introduce iPad Pro 2024.

The advertisement, which was also shared by Apple chief Tim Cook, shows a giant  hydraulic press crushing several things including a sculpture, Grand Piano, paint cans, guitar and many more.

The advertisement received backlash across social media platforms with users slamming the firm over it.

Hrithik wrote on Instagram story: "How sad and ignorant is the new Apple ad.”

The advertisement was unveiled at a time when artists are combating the fear of being replaced by Artificial Intelligence.

Before Hrithik,filmmaker Justine Bateman voiced her disapproval of the advertisement and wrote on X: "Why did @Apple do an ad that crushes the arts? Tech and #AI means to destroy the arts and society in general. "

This is not making things better. This is just making some people insanely wealthy, at the expense of all of us. 'The love of money is the root of all evil' 1Tim 6:10," Justine Bateman said.

Director Asif Kapadia wrote on X: "Like iPads but don’t know why anyone thought this ad was a good idea It is the most honest metaphor for what tech companies do to the arts, to artists musicians, creators, writers, filmmakers: squeeze them, use them, not pay well, take everything then say it’s all created by them."

Actor Hugh Grant remarked: " The destruction of the human experience. Courtesy of Silicon Valley."

Following negative reactions, Apple apologised for the advertisement.

Apple’s vice president of marketing communications, Tor Myhren, said in a statement as quoted by CNN: "Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad,”

Myhren said. “We missed the mark with this video, and we’re sorry."

Support Our Journalism

We cannot do without you.. your contribution supports unbiased journalism

IBNS is not driven by any ism- not wokeism, not racism, not skewed secularism, not hyper right-wing or left liberal ideals, nor by any hardline religious beliefs or hyper nationalism. We want to serve you good old objective news, as they are. We do not judge or preach. We let people decide for themselves. We only try to present factual and well-sourced news.

Support objective journalism for a small contribution.