Hrithik Roshan is among a number of celebrities to call out Apple for its latest iPad ad.

Titled “Crush”, the ad shows a variety of creative tools and objects such as a camera, guitar, piano and paint being destroyed by an industrial crusher.

The crusher then reveals the new iPad, symbolizing how much the new thinner model encompasses.

See the ad:

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. pic.twitter.com/6PeGXNoKgG

— Tim Cook (@tim_cook) May 7, 2024

So why the backlash?

Some say it is tone-deaf for its portrayal of the destruction of creative tools.

Others said the ad made the the company look “out of touch”

Hrithik didn’t explain his specific grievance as he posted to his Instagram stories today:

Others criticizing the ad were British filmmaker Asif Kapadia who said, “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.” 

Meanwhile British actor Hugh Grant said, “The destruction of the human experience. Courtesy of Silicon Valley.”

The backlash has since prompted an apology from Apple.

Tor Myhren, Vice President of marketing communications at Apple, reportedly told Ad Age, an advertising trade publication , “Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry.”