iPad Pro 2024 ad: Bollywood actor Hrithik Roshan joins others in criticising Apple

Apple's latest marketing campaign for the iPad Pro has generated significant controversy, drawing criticism from celebrities and social media users alike.

The advertisement, titled "Crush," features a giant hydraulic press crushing various artistic objects like musical instruments, paint cans, and sculptures to showcase the iPad Pro's ability to combine different creative elements.

Now, actor Hrithik Roshan ignited the online debate with a scathing critique of the ad on his Instagram story, calling it "sad" and "ignorant."

Flawed metaphor for creativity?

The sentiment has resonated widely across social media platforms, with many users criticising the ad's portrayal of creativity.

Critics argue that the brutal crushing of artistic tools like cameras and guitars paints a grim picture of how technology replaces artistic expression.

Disrespecting traditional art forms

The ad's focus on destroying traditional tools has also raised concerns about Apple's perceived disrespect for established art forms.

Some viewers found the inclusion of items closely associated with Apple's co-founder, Steve Jobs, such as a classic typewriter, particularly insensitive.

These critics argue that the ad contradicts Apple's own history of innovation, which was built on a foundation of respect for established creative disciplines.

The negative reception surrounding the ad overshadows the intended message: the iPad Pro's ability to "crush" various creative tools and functionalities into a single device.

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