Soon after Samsung unveiled its highly anticipated Galaxy Watch Ultra and Galaxy Buds 3 during the recent Galaxy Unpacked event, a storm of scrutiny erupted online and within tech circles. Critics, including fans and industry experts, expressed discontent with the design of these new products, stating they closely resembled Apple’s offerings. This backlash reached the ears of Samsung’s chairman, Lee Jae-yong, prompting him to intervene and demand urgent changes within the mobile division, known as Samsung MX (Mobile eXperience).
Reports indicate that the momentum of criticisms led Lee to question the direction of the company’s design strategy in light of the negative feedback. Insider accounts suggest that the chairman was not only aware of the growing discontent among consumers but was also disappointed by how the designs of Samsung’s latest devices were being perceived. "The chairman (Lee) himself stepped in after the controversy over Apple's design plagiarism and quality issues surrounding the Buds 3 series and Galaxy Watch 7 released last month," shared an insider. The fierce criticisms had reportedly permeated discussions during media briefings held at Samsung’s flagship store in Seoul.
The online chatter appeared almost unanimous in its disdain, with some tech reviewers calling the Galaxy Watch Ultra "the most shameless copy of an Apple product in ages— and it’s hideous." Quinn Nelson, the creator behind the popular tech review channel Snazzy Labs, summed this sentiment up well during his review, stating, “Today was a huge L for Samsung.” In a similar vein, Andrew O’Hara from Apple Insider remarked that the launch showcased a lack of innovation, dubbing it “boring and a massive fail compared to where Samsung used to be.”
Critics voiced concerns that these devices, although packed with new features, had design elements that made them feel derivative. Major tech outlets echoed these thoughts in their reviews. For instance, a headline from Bloomberg read, "Samsung built an Apple Watch Ultra of its own," while The Verge pointed out the disappointing choice to mimic competitors, stating, "If you can’t beat ’em, join ’em." It was clear from numerous comments at the event and subsequent reviews that Samsung’s attempts to innovate were overshadowed by the perception of imitation.
In light of this backlash, it became clear that the corporate atmosphere at Samsung MX was tense. Samsung has a long history of fierce competition with Apple, and any perception of copying can have significant repercussions—both in branding and market performance. Following the criticisms, it’s rumored that the design teams faced internal repercussions as the company reevaluated its design language moving forward.
The Galaxy Watch Ultra and Galaxy Buds 3 did promise some exciting features, like real-time translation through the earbuds and enhanced fitness tracking on the watch, which are beneficial in maintaining their competitive edge. However, this innovation was largely overlooked amidst the chatter that these features came in a package that appeared too similar to Apple’s.
Despite attempts to clarify their stand and promote their innovations, the shadow of Apple's influence loomed large over Samsung's latest release. Samsung executives are now likely pondering a substantial redesign for future iterations of these products to distance themselves from the "Apple clone" label they’ve garnered.
This incident highlights a broader trend in the tech industry where design and innovation are under a microscope, and companies must tread carefully as they evolve. The fine line between taking inspiration and outright imitation is becoming increasingly blurred in a fiercely competitive landscape. For consumers, this leaves an essential question: can Samsung recover from this reputational hit and regain its reputation as a pioneer in technology design?
As the tech world watches closely, the repercussions of this incident could inform how consumers view not just Samsung, but the entire industry’s approach to innovation and design in the years to come. Whether Samsung can pivot from this current chagrin and craft products that genuinely feel distinctive remains to be seen.
