Actor Hrithik Roshan took to his Instagram stories to call out tech-giant Apple for their recent advertisement. He joins the long list of celebrities like Hugh Grant, Justine Bateman, Asif Kapadia, and Luke Barnett who have called out the company, with some even calling it for its tone-deafness. (Also Read: Did you know Hrithik Roshan and John Abraham were batchmates in school? Check out childhood pic)

Hrithik took to his Instagram stories to write a note that reads, “How sad and ignorant is the new Apple ad.” His words reflect a strong stance against the ad, emphasising his deep disapproval. Recently, British actor Hugh also called out the ad, writing, “The destruction of the human experience. Courtesy of Silicon Valley.”

British filmmaker Asif wrote, “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.” But what is the ad that has them all riled up?