ALBAWABA – Samsung has not missed the opportunity to take a swing at Apple, after the California based tech giant canceled a marketing campaign promoting the new iPad Pro with a video titled “Crush” due to backlash, releasing a new video for its Galaxy Tab S9 with the caption “Creativity cannot be crushed.”
"We would never crush creativity. #UnCrush," wrote Samsung in its tweet on X (formerly Twitter) as it revealed the new video, which shows a woman in a destroyed interior, as a result of what happened in Apple’s video, picking up a crushed guitar and playing from a music sheet shown on Samsung’s Galaxy Tab S9, representing how Samsung’s devices can support creative mediums instead of outright replacing them with digital alternatives.
The "Crush" iPad Pro promo from Apple made its premiere on May 7 during the company's 'Let Loose' event, in which viewers watched a hydraulic press machine crush musical instruments, paintings, books, camera lenses, and more creative materials before revealing the new iPad Pro, aiming to demonstrate how all of those tools can fit into Apple’s thinnest device to date.
The video was not well-received, however, as for many viewers the advertisement represented how tech corporations treat artists and creatives, as well as how conventional creative methods are being called into a questionable feature by the development of AI and technology, leading Apple to take-down the TV run of the ad and apologize saying it had “missed the mark.”
