Actor Hrithik Roshan took to his Instagram Stories a few hours ago to criticize the new ad released by Apple to introduce the iPad Pro 2024, calling it “sad” and “ignorant.”
Since Apple CEO Tim Cook shared the ad in question on Thousands of people promoted an ad titled “Crush”.
Roshan joins Hollywood actor Hugh Grant, screenwriter and producer Asif Kapadia, and director and actor Justin Bateman in criticizing the ad.
Sharing the controversial X ad, Cook wrote: Imagine it being used to create. ”
Apple apologizes for advertising
Following the backlash, Apple apologized for the ad and decided not to air it on TV, Ad Age reported.
“Creativity is in Apple’s DNA, and we design products that empower creators around the world,” Tor Miffren, Apple’s vice president of marketing communications, said in a statement exclusively to Ad Age. That’s very important to us.” Our goal is to always celebrate the countless ways users can express themselves and bring their ideas to life through iPad. I’m sorry for missing the point in this video. ”
However, Cook’s posts about X remain intact, and the ad remains on Apple’s official YouTube channel.
controversy
Apple’s ad, which shows how powerful the iPad Pro is, comes at a time when members of the creative industry are concerned about the rise of generative artificial intelligence (GAI). To make matters worse, the ad depicted a hydraulic press crushing many things, most of which were products and tools of human creativity, such as musical instruments, typewriters, paint cans, sculptures, and books. . As the press rises, a sophisticated new gadget is revealed.
The tech giant is using the ad as a metaphor to suggest that new iPad users can leverage their devices to do everything they want, including listening to, creating, playing music and movies, reading, clicking photos, and more. I wanted people to see it. Such a thin device. That hope didn’t last long.
This ad was met with much criticism. People saw the visual as a symbolic and brutal representation of how technology violently crushes human creativity.
Creative community members and social media users criticize the ad
One X user responded to Cook’s post saying, “I don’t relate to this video at all.” There is a lack of respect for creative equipment and a mockery of creators. ”
Another user compared the latest ad to Apple’s iconic 1984 campaign, writing, “40 years ago, Apple released its 1984 commercial as a bold statement against a dystopian future. Now you… Congratulations on that dystopian future.
A third user commented, “I don’t know if ‘wantonly destroying everything good and beautiful in this world’ is really the vibe you were looking for.”
Hollywood actor Hugh Grant responded to Cook’s post, commenting: Courtesy of Silicon Valley. ”
Writer and producer Asif Kapadia responded to the ad, saying, “I love the iPad, but I don’t understand why anyone thought this ad was a good idea. It’s the most honest metaphor for what they do to their creators: they exploit companies, they don’t pay them enough, they take everything away, and then they claim they created it all.”
Actor and filmmaker Justin Bateman, who is also an advisor to the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), which continues to fight against AI, cited Cook’s post as follows: He said: You and? “
For now, Cook’s post about the X remains in place, and the ad is still running on Apple’s official YouTube channel.
