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

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."