Samsung's new 'Ultra' watch and earbuds are shameless Apple copycats

Samsung's Galaxy Ultra watch copies not only the name of Apple's model, but borrows the look too.

• Samsung unveiled new wearables at its Unpacked event.
• Both the Galaxy Watch Ultra and Galaxy Buds 3 Pro show clear design similarities to Apple's products.
• Samsung did reveal some innovative devices, however, debuting the new Galaxy Z Fold6 and Z Flip6 phones.

Samsung made major product announcements at its Unpacked event on Wednesday — and two of its new wearable gadgets will look familiar to Apple fans.

The tech company wasn't subtle about the similarities between the soon-to-be-released Galaxy Watch Ultra and the Apple Watch Ultra 2.

And it's more than just the (literally same) "Ultra" name or the orange band. The Apple Watch Ultra 2, which debuted in September 2023, features an orange-accented action button, a titanium case, and a breathable band style called "ocean."

The Galaxy Watch Ultra, set to be released on July 24, is also made of titanium, boasts its own orange "Quick Button," and a "marine" band option. The Apple Watch Ultra 2 retails for $800, and the Galaxy Watch Ultra will cost $650.

While tech companies have been copying each other for decades, Samsung's approach here appears to be targeting Android fans who like the look of the Apple Watch Ultra. Apple's smartwatches don't play nicely with Android, so Samsung could attract customers who like the Apple aesthetic.

But the strategy has its downsides. If you spot someone wearing Galaxy Watch Ultra, there's a good chance you'd mistake it for Apple's model — which doesn't help Samsung differentiate itself.

In a statement to Business Insider, Samsung said that the design choices for its new smartwatch were "made to ensure comfort, usability, and durability in a variety of use cases." It didn't mention what went into naming the device.

The similarities extend to Samsung's new earbuds.

The Galaxy Buds 3 Pro and the Galaxy Buds 3 — also announced at Unpacked — got a revamp that steps away from previous designs to make Samsung's Bluetooth earbuds shaped more like Apple AirPods.

The Galaxy Buds 2 Pro are stemless and come in light purple, but their successor only comes in silver or white. Similar to the AirPods Pro, Galaxy Buds 3 Pro owners will be able to control their earbuds with gestures.

The second-generation AirPods Pro and Galaxy Buds 3 Pro cost about $250.

Samsung said the new look of the earbuds is "based on statistical data Samsung collected to ensure the most comfortable fit for the broadest userbase."

While the company didn't exactly go in a new direction for its Ultra and Galaxy Buds, it's still not afraid to experiment and has demonstrated real innovation in the past. Look no further than Samsung's foldable phones, a product type that Apple is reportedly exploring. At Unpacked, Samsung debuted new iterations of the foldable Galaxy Z Fold and Z Flip.

And to be clear, Apple has also borrowed heavily from rivals in the past, introducing iOS features at WWDC 2024 that Android user have enjoyed for years.

But still, it's hard not to look at Samsung's new watch and earbuds and not see two Apple products staring back.