Apple faced criticism for its new commercial promoting the iPad Pro 2024. In response, Samsung released an advertisement for its Galaxy Tab S9 that appeared to directly target Apple’s commercial.
The Samsung ad, shared on Samsung Mobile USA’s page, features a woman navigating through debris and paint, reminiscent of Apple’s “Crush” ad where various objects were crushed. However, in Samsung’s ad, the woman picks up a damaged guitar and plays music using notes displayed on her Galaxy Tab S9.
The ad concludes with the message, “Creativity cannot be crushed,” highlighting the Galaxy Tab S9 Series with Galaxy AI. Apple’s “Crush!” ad received backlash, with Hollywood stars like Hugh Grant and Justine Bateman expressing disapproval. In response, Apple’s Vice President of Marketing, Tor Myhren, issued an apology, acknowledging that the ad “missed the mark” and emphasizing Apple’s commitment to empowering creativity.
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