Bollywood hunk Hrithik Roshan often logs into X, (formerly Twitter) to express his views and he did not hesitate when he felt like calling out Apple’s new controversial ad. The renowned star recently took to his Instagram stories to express his disappointment with tech giant Apple’s latest advertisement.
He joins a growing chorus of celebrities including Hugh Grant, Justine Bateman, Asif Kapadia, and Luke Barnett, who have slammed the company for what they perceive as a tone-deaf advertisement.
In his Instagram story, Hrithik wrote, “The new Apple ad is both sad and ignorant.” His words convey a strong disapproval of the ad. Hugh Grant also weighed in, calling it “The destruction of the human experience. Courtesy of Silicon Valley.”
Asif Kapadia added his voice, expressing, “I like iPads but don’t see why anyone thought this ad was a good idea.” He criticized the ad as a metaphor for how tech companies exploit and undervalue artists and creators.
The ad in question, titled “Crush,” was unveiled by Apple CEO Tim Cook at the Let Loose event on May 7. The ad features a hydraulic press crushing various items, including musical instruments, paint cans, gaming consoles, speakers, and sculptures. The intent was to showcase the versatility of the latest iPad Pro, but many perceived the visuals differently.
While Tim Cook tweeted about the ad, saying, “Just imagine all the things it’ll be used to create,” the ad sparked controversy rather than excitement.
Hrithik Roshan is currently gearing up for “War 2,” the second installment of the War franchise directed by Ayan Mukerji as part of the YRF spy universe. He is set to clash with Telugu superstar Jr NTR in the sequel and will also reprise his iconic role in “Krrish 4.”
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