Apple recently rolled out a new ad campaign for their new iPad Pro model. The ad depicted several creative tools like musical instruments, books, paint cans and camera lenses being crushed by a hydraulic press before the revelation of the iPad Pro at the end. As per 9to5Google, the intent behind Apple’s new ‘Crush’ campaign was to highlight how all of those tools perfectly fit into the super thin iPad Pro.
However, the ad didn’t go well with the users and instigated controversy on social media. For several users, the advertisement represented how tech companies treat artists and creatives, as per 9to5Google.
Now, Samsung- who is known to have a tech rivalry with Apple mocked their ad with a new Galaxy Tab S9 Ultra advertisement. Samsung’s ad features a woman seemingly walking through the aftermath of Apple’s hydraulic press incident and picking up a broken guitar. A Galaxy Tab S9 Ultra with musical notes displayed on the screen is placed on an easel, and the woman begins to strum, as per 9to5Google.
Well, that’s not all, the ad concluded with a text that reads, “Creativity Cannot Be Crushed”, indirectly taking a dig at Apple’s advertisement. Taking to X, Samsung shared the video accompanied by a caption, “We would never crush creativity UnCrush.”
However, after facing criticism on social media, Apple had already issued a public apology to Ad Age saying they “missed the mark.” Apple’s VP of Marketing Communications, Tor Myhren told Ad Age, “Creativity is in our DNA, 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 of ways users express themselves and bring their ideas to life through the iPad. We missed the mark through this video. We’re sorry.”
It’s not the first time Samsung has mocked Apple. Earlier the Korean tech company made fun of Apple for not having a flippable iPhone while promoting their Galaxy Z Flip 4.
Also, Samsung in one of its ads told the iPhone users to switch to their Android smartphones as Apple always makes iPhone users wait for new features.
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