Apple and Samsung don’t agree on much, but when it comes to Xiaomi’s marketing tactics, the two rivals are suddenly on the same page. The Economic Times reports that both companies have sent cease-and-desist notices to Xiaomi over a series of ads mocking their latest flagships and positioning the Xiaomi 15 Ultra as the superior camera phone.
What sparked the notices
No lawsuits have been filed, yet
The controversy kicked into high gear during the India launch of the Xiaomi 15 series, where the company unveiled a full-page newspaper ad taking direct aim at the iPhone 16 Pro Max. The ad, published on April Fools’ Day, called Apple’s camera system “cute” while touting the 15 Ultra’s Leica-branded optics as the real deal. Samsung wasn’t spared either, with Xiaomi running similar digs at its TVs in a promotional campaign back in April.
Apple and Samsung argue that Xiaomi crossed the line from comparative advertising into outright brand disparagement. In markets like India, where Apple and Samsung dominate the premium tier, brand reputation is a high-stakes game.
It’s not entirely unheard of for a brand to piggyback off a competitor’s reputation. Xiaomi has long leaned into aggressive campaigns to boost visibility, but targeting rivals by name appears to have upset the industry leaders. Both Apple and Samsung likely see it as damaging to their image, and their lawyers want it stopped.
Market context adds another layer to the fight. IDC data shows Samsung leading India’s smartphone market in Q2 2025 with a 14.5% share, followed by Xiaomi at 9.6%, and Apple close behind at 7.5%. Apple, however, is growing fast, shipping 5.9 million iPhones in the first half of 2025 — a 21.1% year-over-year bump — with the iPhone 16 series driving demand. For Xiaomi, rattling cages may be part of the playbook to grab attention in a crowded flagship field.
For now, Xiaomi hasn’t issued a response to the legal threats. Whether it backs down or doubles down could determine if these cheeky ads remain a one-off stunt or spark a prolonged fight with the two biggest names in the industry.
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