Martin Scorsese has appeared in an ad for Apple's Siri voice assistant software, becoming the fourth famous star to appear in one of these ads. Previously, Samuel L. Jackson, Zooey Deschanel, and John Malkovich have made appearances to promote the iPhone 4S-exclusive voice assistant. The commercial is available to view below, and if you're a movie fan you might notice a fairly obvious reference.
Scorsese's appearance in a New York taxi-cab (a Ford Crown Victoria, no less) plays homage to the 1976 film Taxi Driver, which Scorsese directed. The film follows Travis Bickle, a former Marine, who is trying to cope with his chronic insomnia by driving a taxi. Bickle's thoughts become more and more violent, and he begins to prepare himself for an assault on the seedy underworld of New York. The film is well remembered for its violent nature, especially during 1976. Its violence might look fairly tame by today's standards, but it was graphic for the 70s. The film became a cult classic and the ending has become a topic of popular discussion among movie buffs.
Bickle's taxi was a Checker Taxicab, one of the most common on the streets of New York during the time. The selection of a Crown Victoria for the film only fits, having replaced the Checker as the standard taxi of the city. Apple fans might also pick up on the fact that this is the first time the 'Find My Friends' feature has been used in one of Apple's advertisements.