Apple has since admitted that the advert, which showed Apple putting symbols of arts, music, and crafts into a crushing machine, went down amongst its target audience like a lead balloon and might have been a mistake.
That has not stopped Samsung from pointing out that there was nothing new in the advert, and Jobs’ Mob has been crushing creativity for years.

This week Samsung released a response to the advert untitled "UnCrush," created by BBH USA and directed by Zen Pace.

 In contrast to Apple's destructive message, Samsung depicts a woman navigating debris reminiscent of Apple's ad, using a Galaxy Tab S9 and Galaxy AI to play a broken guitar.

"We would never crush creativity," the caption of Samsung's video reads.