Samsung Trolls iPad 'Crush!' Ad, Says 'We Would Never Crush Creativity'

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."

samsung creativity cannot be crushed ad
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.

Tag: Samsung

Popular Stories

maxresdefault

Apple Releases iOS 18.4 With Priority Notifications, Ambient Music, New Emoji and More

Monday March 31, 2025 10:03 am PDT by
Apple today released iOS 18.4 and iPadOS 18.4, the fourth major updates to the iOS 18 and iPadOS 18 operating system updates that came out last year. iOS 18.4 and iPadOS 18.4 come two months after Apple released iOS 18.3 and iPadOS 18.3. Subscribe to the MacRumors YouTube channel for more videos. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to...
iOS 19 Mock WWDC25 Feature

iOS 19 Expected to Run on These iPhones

Monday March 31, 2025 5:28 pm PDT by
iOS 19 will not be available on the iPhone XR, iPhone XS, or the iPhone XS Max, according a private account on social media site X that has accurately provided information on device compatibility in the past. The iPhone XR, iPhone XS, and iPhone XS Max all have an A12 Bionic chip, so it looks like iOS 19 will discontinue support for that chip. All other iPhones that run iOS 18 are expected...
iPhone 17 Pro 34ths Perspective

iPhone 17 Pro Launching Later This Year With These 10 New Features

Sunday March 23, 2025 10:00 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 2 and AirPods 4

Monday March 31, 2025 11:27 am PDT by
Apple today released new firmware updates for all AirPods 4 and AirPods Pro 2 models. The new firmware is version 7E93, up from the 7B21 firmware that was installed on the AirPods Pro 2 and the 7B20 firmware available on the AirPods 4 and AirPods 4 with ANC. It is not immediately clear what new features or changes are included in the new firmware, but we'll update this article should we find ...
top stories 2025 03 29

Top Stories: WWDC 2025 Announced, iPhone 17 Pro and iOS 19 Rumors, and More

Saturday March 29, 2025 6:00 am PDT by
Apple's big developer event is a little over two months away, and rumors about what we can expect to see in Apple's next major operating system updates are becoming increasingly frequent. A public release of iOS 18.4 is also imminent with a number of updates and improvements, although we won't be getting the major Apple Intelligence Siri upgrades that had reportedly been planned for this...
macOS Sequoia Feature

Apple Releases macOS Sequoia 15.4 With Mail Categorization and More

Monday March 31, 2025 10:04 am PDT by
Apple today released macOS Sequoia 15.4, the fourth major update to the macOS Sequoia operating system that launched in September. macOS Sequoia 15.4 comes two months after the launch of macOS Sequoia 15.3. Mac users can download the ‌‌macOS Sequoia‌‌ update through the Software Update section of System Settings. It is available for free on all Macs able to run macOS 15. With...
iOS 19 visionOS UI Elements

Apple Codename Provides Clue About iOS 19's Rumored New Design

Sunday March 30, 2025 6:40 am PDT by
Multiple sources have claimed that iOS 19 will introduce a new design with more translucent buttons, menus, notification banners, and more, and there is now another clue that points towards this glass-like appearance. Bloomberg's Mark Gurman today said the new design project is codenamed "Solarium" internally. A solarium is a room with glass walls that allow in plenty of sunlight, so this...
watchOS 11 Thumb 2 1

Apple Releases watchOS 11.4 With Sleep Alarm Update

Tuesday April 1, 2025 10:34 am PDT by
Apple today released watchOS 11.4, the fourth major update to the operating system that runs on the Apple Watch. watchOS 11.4 is compatible with the Apple Watch Series 6 and later, all Apple Watch Ultra models, and the Apple Watch SE 2. watchOS 11.4 can be downloaded on a connected iPhone by opening up the Apple Watch app and going to General > Software Update. To install the new software,...

Top Rated Comments

truthsteve Avatar
12 months ago
They won't crush creativity. They'll only copy it.
Score: 98 Votes (Like | Disagree)
foobarbaz Avatar
12 months ago
Given historical precedent this means Samsung will make the same kind of ad within 2 years of mocking Apple for it. ;)
Score: 64 Votes (Like | Disagree)
truthsteve Avatar
12 months ago
Of course Samsung goes into Apple's trash to take whatever they can find.
Score: 60 Votes (Like | Disagree)
neuropsychguy Avatar
12 months ago
First, one positive is that this ad shows a person.

Now on to a critique, which is way more time and energy than this ad deserves.

Samsung’s ad team makes a lot of questionable decisions. This is one of the worst ones they’ve made (I'm not saying it's a terrible ad, just that it's not an effective ad). Throwing together a reactionary ad to an advertisement from another company screams desperation. It allows another company to drive your narrative instead of promoting your own. That's marketing from a position of weakness. Samsung's reactions to the market leader (Apple) usually turn into copying Apple. Doing that in an ad (a reactive ad like this is a form of copying) isn't sending a great message.

Also, this ad is a weak argument for Samsung’s tablet. The tablet isn’t being used -- maybe that's what Samsung's ad team wanted to demonstrate -- but it makes the tablet completely unnecessary. The woman playing the guitar doesn't look at the tablet and doesn't play the scales (not music) shown on the tablet. So maybe Samsung isn’t “crushing” creativity (which was not the point of Apple's ad) but the ad is telling you that you don’t need to use or buy Samsung's tablets. Great marketing message! :rolleyes: Not all marketing is about selling a product or service, but this ad doesn't really do anything other than react to an ad. It's an extra low effort reaction video to the creativity and work other people did, which makes the whole ad where "Creativity cannot be crushed" ironic. It's a non-creative response to a creative ad.

The ad mainly calls attention to the elephant in the room (Apple) that makes tablets people use to get things done. Samsung's flagship Galaxy tablets are great from a hardware perspective, but the OS and apps are quite a bit behind Apple's iPadOS and app ecosystem. I used various Android-based tablets for years but switched to iPads to actually do anything useful. Most Android-based tablets are okay for consuming media, but are missing good versions (or any versions) of really useful apps that help people get things done. There are some good art apps on Android but they are on iPadOS too and with more, better options too. There are some niche apps and some games on Android that don't really exist for iPads, but they are more about consumption than production.

One last note. Samsung apparently sells a lot of tablets (I'm not sure how many are the flagship models that are decent iPad alternatives instead of the low end A series tablets), but Samsung's competition isn't Apple, it's Huawei and other companies. Samsung really needs to be focused on its real competition instead of reacting to Apple.

Apple, by the way, does way more to promote and support "creatives" than Samsung ever dreams about doing.

Disclaimer: I like Apple’s Crush ad so take my comment with that in mind. Sure, it could have been done differently, maybe alternative approaches would have been better, but it was effective (and I don't mean at creating controversy -- that was created by people who were looking for reasons to be offended).
Score: 45 Votes (Like | Disagree)
MJaP Avatar
12 months ago
Honestly "the outraged masses" will find something to complain about in anything. It was perfectly clear that the ad was saying all that creativity was being squeezed into something incredibly thin, if "the creative community" were complaining they don't sound that smart or creative to me.
Score: 45 Votes (Like | Disagree)
MrGimper Avatar
12 months ago
They also said they’d not remove the headphone jack, SD card expansion and removable batteries.

Oh well.
Score: 34 Votes (Like | Disagree)