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The message in Samsung's new video, "Creativity cannot be crushed," is believed to be a response to an Apple ad that showed a hydraulic press crushing instruments and paint. (Screenshot of Samsung video)

NAMI MATSUURA, Nikkei staff writer

May 18, 2024 00:39 JST

SEOUL -- A video from Samsung Electronics is garnering attention as a seeming swipe against Apple, part of an intensifying rival between the tech giants amid the rise of artificial intelligence.

The roughly 40-second clip, which was published Wednesday on social media platforms, starts with a woman picking up a damaged guitar in a paint-splattered room filled with debris. She pulls up a score on a Samsung tablet and starts playing as a message appears on screen: "Creativity cannot be crushed."