• Samsung has issued a video ad in response to Apple’s controversial Crush ad.
  • The video shows a woman playing a damaged guitar, while Samsung notes that it “would never crush creativity.”
  • This ad comes after Apple’s own iPad ad, which depicted musical instruments and other tools being crushed by a hydraulic press.

Apple courted controversy from some quarters after it released an iPad ad showing musical instruments and other creative tools being crushed by a hydraulic press. The hydraulic press was eventually lifted to reveal an iPad Pro.

Samsung has now fired a barb at Apple with its Uncrush video ad, posted on X and seen above. The ad shows a woman picking up and playing a damaged guitar while using a Galaxy Tab S9 series device to follow the music.