Samsung has sought to capitalize on the fallout of Apple’s controversial “Crush!” ad for iPad Pro by releasing a Galaxy Tab S9 Ultra ad that includes the tagline “Creativity cannot be crushed.”


When Apple last week introduced the new M4 iPad Pro models, it showed a video of a hydraulic press crushing creative tools, including musical instruments, electronic equipment, arcade games, paint and brushes, computers, cameras, and more, with the aim of demonstrating how the iPad represents all of the tools condensed into a single device.

This imagery sparked significant backlash from the creative community and the social media-using public, who interpreted it as a metaphor for Big Tech’s destructive impact on creative industries and individual creativity.

The negative reception was so strong that Apple decided to cancel planned TV spots for the ad and publicly apologized, acknowledging that the ad “missed the mark” by not aligning with their intention to celebrate and empower creatives​.

Seizing on a perceived marketing opportunity, Samsung has now released an ad of its own, in which a musician walks through the destructive wake of the hydraulic press and picks up a damaged guitar. The musician then sits beside an easel holding a Galaxy Tab S9 Ultra with musical notation on the screen, and proceeds to perform the piece of music. The video was shared on X (Twitter) by Samsung with the accompanying caption, “We would never crush creativity.”

Samsung mocking Apple in its ads is nothing new. The company has mocked Apple for everything from design decisions such as the iPhone’s removal of the headphone jack (which it also eventually removed) to Apple’s lack of a foldable smartphone lineup.

See also  How to Use Google Bard to Spark Your Creativity

Popular Stories

OpenAI Announces ChatGPT App for Mac, GPT-4 for Free, and More

At its Spring Update event, OpenAI announced that it will be releasing a desktop app for the Mac, as seen in the screenshot below. The app will be rolling out to ChatGPT Plus subscribers starting today, ahead of a wider launch “in the coming weeks.” “With a simple keyboard shortcut (Option + Space), you can instantly ask ChatGPT a question,” OpenAI’s press release says. In addition, Voice…

Troubling iOS 17.5 Bug Reportedly Resurfacing Old Deleted Photos

There are concerning reports on Reddit that Apple’s latest iOS 17.5 update has introduced a bug that causes old photos that were deleted – in some cases years ago – to reappear in users’ photo libraries. After updating their iPhone, one user said they were shocked to find old NSFW photos that they deleted in 2021 suddenly showing up in photos marked as recently uploaded to iCloud. Other…

Apple Previews Three New CarPlay Features Coming With iOS 18

Apple today previewed new accessibility features coming with iOS 18 later this year, and this includes some new options for CarPlay. Apple highlighted three new features coming to CarPlay: Voice Control: This feature will allow users to navigate CarPlay and control apps with just their voice. Color Filters: This feature will make the CarPlay interface visually easier to use for…

Apple Releases tvOS 17.5

Apple today released tvOS 17.5, the fifth update update to the tvOS 17 operating system that came out last September. tvOS 17.5 comes two months after the release of tvOS 17.4. tvOS 17.5 can be downloaded using the Settings app on the ‌Apple TV‌. Go to System > Software Update to get the new software. ‌Apple TV‌ owners who have automatic software updates activated will be upgraded to …

See also  How ZeroGPT's AI Content Detection Redefines the Boundaries Between Human and Machine Creativity

Apple Releases macOS Sonoma 14.5 With Apple News+ Improvements

Apple today released macOS Sonoma 14.5, the fifth update to the macOS Sonoma operating system that launched last September. macOS Sonoma 14.5 comes more than two months after the launch of macOS Sonoma 14.4. The ‌‌‌‌‌macOS Sonoma‌‌‌ 14.5 update can be downloaded for free on all eligible Macs using the Software Update section of System Settings. There’s also a macOS 13.6.7…