In a recent turn of events, leading technology company Apple has withdrawn their latest commercial for the iPad Pro after mounting criticism from members of the artistic and creative industries, including Bollywood megastar Hrithik Roshan. The ad, which was meant to showcase the iPad Pro as a versatile creation tool, was met with negative receptions as it depicted the destruction of various traditional artistic instruments and media.
The commercial, entitled “Crush!”, featured an array of items such as a television, camera, musical instruments, books, and paint cans being demolished by a hydraulic press, concluding with an exploding yellow emoji stress ball. This was intended to symbolize the iPad Pro’s ability to replace these traditional tools with its advanced technological features. Apple CEO Tim Cook had shared the new ad on a social media platform, proudly announcing, “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.”
However, this message was not well received by the cultural community, which saw the ad as a distasteful representation of technology’s impact on cultural art forms. Hrithik Roshan took to his Instagram stories to express his discontent, stating, “How sad and ignorant is the new Apple ad.” His displeasure resonated with other industry figures. Notably, Hollywood actor Hugh Grant criticized Silicon Valley, suggesting the ad implied a destruction of the human experience, while filmmaker and actor Justine Bateman called out Apple directly in a response to Cook’s post, questioning the company’s insensitivity.
The outcry prompted Apple to issue an apology. The company acknowledged that their intention to empower and celebrate creatives had not been met with this advertisement. Tor Myhren, Apple’s vice president of marketing communications, stated in an interview with AdAge, reported 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 ways users express themselves and bring their ideas to life through iPad,” before admitting, “We missed the mark with this video, and we’re sorry.”
Subsequently, Apple has decided not to proceed with running the ad on television. This decisive step shows the company’s alert responsiveness to public sentiment and its willingness to maintain a positive relationship with the creative community.
On a different note, Hrithik Roshan, who is widely known for his critically acclaimed roles and remarkable dance abilities, is involving himself in other cinematic pursuits. He will join forces with prominent actor NTR Jr for the anticipated ‘War 2’, a sequel to the 2019 hit action thriller ‘War’. Under the directorial helm of Ayan Mukerji, ‘War 2’ is poised to premiere in cinemas on Independence Day 2025, aiming to replicate the success of its predecessor which featured Hrithik Roshan alongside Tiger Shroff and Vani Kapoor in leading roles.
The conversation around Apple’s ad underscores the often precarious connection between technology and traditional arts. It serves as a reminder of the delicate balance companies must navigate when promoting innovation without undermining the value of established cultural media. Both the creative community and tech giants like Apple have a shared interest in fostering creativity, but this incident highlights the complexity involved in harmonizing technological advancement with cultural preservation.
