Hrithik Roshan Slams Apple iPad Pro Ad, Calls It 'Sad & Ignorant'

The Bollywood actor in an Instagram story wrote, "How sad and ignorant is the new Apple ad."

Apple has publicly apologised for the advertisement featuring its newly released iPad Pro.

Source : Getty

Apple unveiled the iPad Pro (2024) just a few days back and since then it has received some major backlash on social media platforms. The latest addition to the list is that of Bollywood actor Hrithik Roshan. The actor took to the social media platform Instagram to criticise the advertisement of the iPad Pro and said, "How sad and ignorant is the new Apple ad." The reason behind this and a number of such criticisms is the 'creative advertisement' of Apple in which it showcased the destruction of various objects for the arrival of the ultra-thin iPad.

The promotional video showcases a colossal industrial press crushing various creative tools such as pianos, vintage televisions, guitars, toys, and more. Following this destruction, viewers witness the emergence of Apple's ultra-slim iPad.

Earlier on May 7, Apple CEO Tim Cook posted this advertisement on X and wrote, “Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create."

Meet the new iPad Pro: the thinnest product we’ve ever created, the most advanced display we’ve ever produced, with the incredible power of the M4 chip. Just imagine all the things it’ll be used to create. pic.twitter.com/6PeGXNoKgG

— Tim Cook (@tim_cook) May 7, 2024

Apple Apologises Over 'Taliban'-Like iPad Pro Ad

Apple has publicly apologised for the advertisement featuring its newly released iPad Pro. The controversial ad depicted various creative tools such as a piano, a record player, books, a vintage video game, and paint cans being crushed by a hydraulic press. This portrayal sparked controversy and raised concerns about insensitivity, with one user likening the destruction of iconic items, including musical instruments, to activities reminiscent of the Taliban.

Apple's Marketing Vice President, Tor Myhren, conveyed the company's apology to Ad Age, stating, "Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”

Critics voiced their disapproval of the advertisement, suggesting that it portrayed technology as stifling the essence of creativity. Furthermore, the timing of the ad's release, amid growing apprehension surrounding the impact of technology — particularly artificial intelligence (AI) — on employment, was deemed ill-suited.