Samsung has mocked Apple for its botched iPad Pro advert

Samsung has once again trolled Apple, capitalising on the negative reaction to Apple's controversial "Crush!" iPad Pro commercial and releasing its Galaxy Tab S9 Ultra ad.

Here's What We Know

Apple's advert showed a hydraulic press crushing creative items including musical instruments, electronic equipment, gaming machines, paints and brushes, computers, cameras and more. According to Apple, this was intended to demonstrate that the iPad combines all of these tools into one device. However, this caused a significant backlash in the creative community and among social media users, who saw it as a metaphor for the disruptive influence of large tech companies on the creative industries and individual creativity.

We would never crush creativity. #UnCrush pic.twitter.com/qvlUqbRlnE

- Samsung Mobile US (@SamsungMobileUS) May 15, 2024

Samsung responded by releasing its own advert, in which a female musician walks through the destructive marks of a hydraulic press and picks up a damaged guitar. She then sits down next to an easel holding a Galaxy Tab S9 Ultra with musical notation on the screen and starts performing a piece of music. Samsung shared the video on Twitter with the caption, "We will never stifle creativity."

Although sales have recently fallen for both companies, Apple and Samsung are the leaders in tablet sales. According to IDC, Apple shipped 9.9 million units in the first quarter, while Samsung shipped 6.7 million units in the same quarter.

Source: @SamsungMobileUS