Apple and Samsung have reportedly sent separate cease-and-desist notices to Xiaomi over ads that directly compared their flagship models with Xiaomi’s devices. The companies allege these campaigns undermined their brand value in India’s competitive premium market. Neither of the three companies has commented publicly on the legal tussle.
Xiaomi’s Aggressive Ad Campaigns
Xiaomi kicked off the controversy with full-page print ads in March and April, comparing its 15 Ultra against Apple’s iPhone 16 Pro Max, questioning if Apple’s device was truly “the best.” The company also ran ads targeting Samsung on social media and extended the comparative strategy to televisions, pitting its QLED models against Samsung’s LED TVs.
High-Stakes Market Battle
India, the world’s second-largest smartphone market, is a key battleground. Apple and Samsung together command nearly 95% of the premium segment, while Xiaomi has been attempting to break into this lucrative space. Market experts call Xiaomi’s approach “ambush marketing,” designed to provoke rivals and sway buyers with bold pricing and spec-based comparisons.
Protecting Brand Value
Brand-strategy specialist Harish Bijoor noted that companies are becoming increasingly protective of their brand identity. “Any kind of either a comparative nature or a disparaging nature is found to be a brand hurting,” he said. While the current action is limited to cease-and-desist notices, industry insiders suggest Apple and Samsung could seek damages if the dispute escalates.
