Last month, Samsung unveiled a new lineup of foldable phones, smartwatches, and wireless earbuds, including the Galaxy Buds3, Galaxy Buds3 Pro, and the Galaxy Watch Ultra. While these products aimed to demonstrate Samsung’s continued innovation, they instead became the center of controversy for allegedly imitating Apple‘s design language. The backlash was significant enough to prompt a stern response from Samsung Electronics Chairman, Jay Y. Lee.
Samsung design controversy, accusations, and reactions
Following the product launch, critics and industry observers quickly pointed out the similarities between Samsung’s new devices and Apple’s existing products. The Galaxy Buds3 and Galaxy Buds3 Pro, for example, feature stems akin to those of Apple’s AirPods and AirPods Pro. Moreover, the design elements and gestures—such as pinch and swipe controls—mirrored those found in Apple’s earbuds. The Galaxy Watch Ultra also drew comparisons to the Apple Watch Ultra, particularly due to its boxy, chunky design and distinctive orange theme.
Reports of these design resemblances soon reached the public sphere, and the backlash was swift. Long-time Samsung fans expressed disappointment, feeling that the company had abandoned its unique design identity in favor of mimicking Apple. This outcry was particularly vocal during a media briefing at the Samsung Store in Hongdae, South Korea, where reporters repeatedly highlighted the devices’ similarities to Apple’s products.
Internal turmoil and leadership intervention
The situation escalated to the point where Jay Y. Lee, known for his usually composed demeanor, intervened directly. According to a report from AjuNews, Lee ordered the Samsung MX (Mobile Experience) division to reexamine its design and development plans. His involvement marked a significant shift, as he typically does not engage directly in product-level issues.
An insider within Samsung MX disclosed that Lee’s response included actions against key figures within the division, including Samsung MX leader TM Roh. “The chairman (Lee) himself stepped in after the controversy over Apple’s design plagiarism and quality issues surrounding the Buds3 series and Galaxy Watch7 released last month. The internal atmosphere is currently very bad,” the insider revealed.
Quality control issues compound problems
Adding to Samsung’s woes, the Galaxy Buds3 Pro faced quality control issues. Users reported receiving units with uneven gaps and fragile ear tips prone to tearing, further tarnishing the product’s reputation. These defects compounded the negative perception generated by the plagiarism accusations.
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Moving forward
The controversy and subsequent internal actions underscore the challenges Samsung faces in balancing innovation with market expectations. Jay Y. Lee’s direct intervention signals a potential shift in how Samsung will handle future product development and quality control.
For now, the company must address both the design criticisms and quality concerns to restore consumer confidence and reaffirm its commitment to originality and excellence in technology. In the wake of these events, it remains to be seen how Samsung will navigate the criticism and what steps it will take to distinguish its products in an increasingly competitive market.