Apple and Samsung have issued cease-and-desist legal notices to Xiaomi following a series of comparative advertisements that the tech giants claim crossed the line from fair competition into disparaging content. The notices, sent earlier this year, target Xiaomi’s aggressive marketing campaigns that directly compared its products to flagship offerings from both companies.
Background: Xiaomi’s Bold Comparative Advertising Strategy
In March and April 2025, Xiaomi launched a series of provocative full-page print advertisements across leading Indian newspapers, directly targeting Apple and Samsung’s premium products. The campaign represented Xiaomi’s attempt to position itself in India’s premium smartphone and television markets, where it currently holds less than 1% of the premium smartphone segment (above Rs 50,000) compared to Apple and Samsung’s combined 95% market dominance, according to IDC data.
Allegations and Specifics of the Legal Notices
The legal notices specifically target Xiaomi’s iPhone 16 Pro Max comparison campaigns. One notable April advertisement wished “Happy April Fools’ Day” to consumers who believed the iPhone 16 Pro Max camera was superior to Xiaomi’s newly launched 15 Ultra smartphone. An earlier March ad called the iPhone camera “cute” while promoting Xiaomi’s photography capabilities, asking consumers “Maybe it’s time to see through the right lens.”
Xiaomi also targeted Samsung across multiple product categories. The company ran social media campaigns comparing Samsung smartphones with its own devices, while print advertisements contrasted Samsung’s LED TVs with Xiaomi’s QLED offerings, claiming consumers could get “future-ready technology” at similar prices. The TV advertisements suggested customers were “paying more for less” when choosing Samsung’s LED technology over Xiaomi’s quantum dot displays.
Response and Industry Implications
While Xiaomi has acknowledged receiving the legal notices, the company has not issued detailed public statements regarding the specific claims. Legal experts note that while comparative advertising is permitted under Indian law, the tone and direct naming of competitors in Xiaomi’s campaigns may constitute “disparaging content” that goes beyond fair competition standards.
The cease-and-desist notices argue that Xiaomi’s advertising approach, known as “ambush marketing,” damages the premium brand positioning that Apple and Samsung have cultivated in India’s competitive smartphone market. Industry analysts suggest this legal action reflects the increasing intensity of competition as traditionally budget-focused brands like Xiaomi attempt to penetrate the premium segment.
Market Context and Future Impact
According to IDC data, Samsung leads India’s overall smartphone market with 14.5% share, followed by Xiaomi at 9.6% and Apple at 7.5%. However, Apple demonstrated strong momentum with 21.5% year-on-year growth in the first half of 2025, reaching 5.9 million units shipped, with the iPhone 16 emerging as India’s most-shipped premium model.
The outcome could significantly influence advertising standards in India’s technology sector, potentially establishing clearer boundaries for comparative marketing campaigns. If sustained, the legal pressure might force Xiaomi and other competitors to adopt more restrained approaches to competitive advertising, focusing on their own product strengths rather than criticising direct competitors.
