Apple and Samsung’s relationship has never been the best and the size of the two tech companies has made their clashes notorious on more than one occasion. The height of the hostility was reached by a court confrontation between the two in the United States for most of the last decade (lasting between 2011 and 2018 and on the verge of blocking the sale of certain devices in the US).

Since then, the situation has not been so tense, but that does not mean that everything is cordial between them now. It is true that Samsung is among Apple’s suppliers, but of course the friction centers on the responsible distribution of, of course, the devices with which it shares the market. Here the blood does not enter the river, but the opportunity is taken, with more or less success, to take advantage of all the opportunities that arise. throw in occasional taunts to the contrary (It’s true, yes, that Samsung is more active than Apple in this sense).

As you may remember, last week Apple introduced its new iPad Pro 2024, quite an interesting update, but was marred somewhat by the controversy surrounding Crush!, a video in which they wanted to show how they managed to integrate all kinds of creative tools into their tablet, something for which they resorted to a metaphor that was undoubtedly effective, but many considered disrespectful to creativity and its tools. And it caused such an impact that, as we told you last week, Apple had to apologize. This is the controversial video if you haven’t seen it at the time:

Samsung decided to take advantage of the communication error made by Apple, and barely a week after the controversy began, They created a video to promote their Galaxy Tab S9, a video in which they also appeal to creativity, but do so with the sensitivity shown by many creatives when they see their tools of creation destroyed in an industrial hydraulic press. The piece, as it could not be otherwise, is called UnCrushand you can see it below:

As you can see, the Samsung video It simulates the launch directly in the same space in which the Apple event took place, but in this case, instead of further destruction, we find the remains of the “massacre”, among which appears a broken guitar, which is still in working order. The message is more than obvious at this point, but Samsung reserves the last taunt for Apple in the message that is shown almost at the end of the video, “Creativity cannot be crushed”, that is, creativity cannot be crushed.

It is clear that Apple did not want to represent the destruction of creativity, on the contrary, it intended to praise the creative potential of its iPad Pro. However, there is also no doubt that he did not correctly assess the effect that would be caused by showing the destruction of all the elements that they showed in their video. Now, Samsung was able to take advantage of this “reaction” which, while still a communication event, like Apple, shows that they knew how to be quite “woke” and therefore scored a good point.

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