Last month, Samsung introduced its latest lineup of foldable phones, smartwatches, and wireless earbuds. The launch, however, quickly turned controversial as several people accused Samsung of copying Apple’s design elements in the Galaxy Buds 3 and the Galaxy Watch Ultra.
These allegations reportedly infuriated Samsung’s chief, Jay Y. Lee, leading to internal turmoil within the company. The controversy centered around the similarities between Samsung’s new products and Apple’s AirPods, AirPods Pro, and Apple Watch Ultra.
In response to the backlash, Samsung Electronics Chairman Jay Y. Lee intervened directly, instructing the mobile division, Samsung MX, to reassess its strategies. This decisive action followed widespread accusations of design plagiarism from Apple, which sparked a wave of criticism.
Lee’s orders were aimed at addressing concerns regarding the Galaxy Buds 3, Galaxy Buds 3 Pro, and Galaxy Watch Ultra, which many felt closely mirrored Apple’s designs. The situation highlighted the intense scrutiny Samsung faces regarding its product designs and market strategies.
Reportedly, the internal reaction at Samsung was severe, with tensions rising within the Samsung MX division. Actions were taken against certain personnel, including Samsung MX leader TM Roh, as the controversy over design copying and quality issues intensified.
An insider noted that the chairman’s direct involvement underscored the seriousness of the situation, with the atmosphere within the division described as highly strained. This intervention by Lee marked a significant moment, reflecting the gravity of the accusations and their impact on the company.
During a media briefing at Samsung Store Hongdae in South Korea, reporters persistently questioned the striking resemblance between Samsung’s new devices and Apple’s. The Galaxy Buds 3 and Galaxy Buds 3 Pro now feature stems similar to those on AirPods, along with comparable pinch and swipe gestures.
Additionally, the Galaxy Watch Ultra’s boxy design and orange theme closely mimicked the Apple Watch Ultra. This perceived shift away from Samsung’s unique design identity in favor of Apple’s aesthetics left many long-time Samsung fans disappointed.
Compounding the design controversy, Samsung also encountered quality control problems with the Galaxy Buds 3 Pro. Some units were reported to have uneven gaps and fragile ear tips prone to tearing.
These quality issues further fueled the dissatisfaction among consumers and reportedly led to an uncharacteristic display of anger from Jay Y. Lee, who usually maintains a calm demeanor. His reaction emphasized the urgency for the Samsung MX division to address both the design plagiarism accusations and the quality concerns to restore the company’s reputation.
