# Samsung: UnCrush

> Samsung's response to Apple's Crush ad drew 5.7 million X post impressions.

- Owner: Samsung Electronics America
- Kind: Campaign
- Sector: Technology
- Seed date: 2024-05-15
- Peak date: 2024-05-16
- Spread Score: 44 (Notable, provisional), v1.2
- Mechanics: Newsjacking, Pairing, Controversy, Platform jump, Press loop

## Summary

Samsung posted UnCrush after Apple's apology. X replies and Reddit threads debated the response, while press questioned its Galaxy AI branding. BBH later reported 61 million impressions with no media investment.

## Timeline

- 2024-05-07 — Apple (Press) — Apple debuted Crush during its iPad launch event, showing creative tools flattened into an iPad.
- 2024-05-09 — Apple / Tor Myhren (Press) — Apple apologized for Crush and said it would not run the ad on TV.
- 2024-05-15 — @SamsungMobileUS (X) — Samsung posted UnCrush at 19:19:57 UTC, with a musician using a Tab S9 to play a damaged guitar.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/samsung-uncrush

Cite as: How It Spread (2026). “Samsung: UnCrush.” Case HIS-00350. Spread Score v1.2: 44/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00350