Samsung Attacks Apple With 'Uncrush' Ad [Video]

Samsung has published an ad attacking Apple over its widely criticized 'Crush' ad for iPad Pro.

During a recent 'Let Loose' special event, Apple unveiled its new M4 iPad Pro with ad that featured a giant crusher slowly descending to flatten an array of creative tools and objects (guitar, piano, sound board, paints, camera, etc). When the crusher retracts, the new thinner iPad Pro is revealed.

Apple was forced to apologize for the ad after critics found it distasteful, noting that the destruction of those objects is representative of how technology is crushing human creativity.


Samsung has joined the fray with a new 'Uncrush' ad. The ad features a woman walking through the remnants of crushed objects and picking up a damaged guitar. She uses the guitar and a Samsung Galaxy Tablet S9 to play a song.

In a post on X, Samsung says "We would never crush creativity. #UnCrush"

Take a look at the ad below and let us know what you think in the comments!