Apple and Samsung have both issued separate cease-and-desist notices to Xiaomi in India, objecting to what they call disparaging or unfair marketing tactics in Xiaomi’s recent advertising campaigns. The ads targeted premium models like Apple’s iPhone 16 Pro Max and Samsung’s flagships, drawing sharp comparisons to Xiaomi’s 15 Ultra.
What Fueled the Legal Action
In March and April 2025, Xiaomi launched full-page print and social media campaigns that directly contrasted its 15 Ultra with Apple and Samsung’s top-tier offerings. The advertisements questioned whether the iPhone truly deserved to be benchmark, with cheeky captions like “Happy April Fools” or calling the iPhone camera “cute.” Similar mock comparisons were made against Samsung devices.
These marketing moves have been identified by brand experts as a form of ambush marketing—a tactic in which one brand gains unfair visibility or association by piggybacking on a competitor’s established reputation. In this case, Apple and Samsung argue that the tone and content of Xiaomi’s ads are harmful to their carefully cultivated premium brand image.
Market Context & Implications
India’s premium smartphone segment—devices priced above ₹50,000—is overwhelmingly dominated by Apple and Samsung, together commanding approximately 95% market share, while Xiaomi lags behind at under 1%.
As Xiaomi aggressively attempts to penetrate this high-value segment, the legal notices highlight the risks of brand dilution and misrepresentation in comparative marketing.
Why It Matters
| Insight | Significance |
|---|---|
| Brand Sensitivity | Apple and Samsung are taking a firm stance to protect the aspirational value of their brands. |
| Blurred Lines in Marketing | While comparative advertising is typical, Xiaomi’s tone is seen as overly disparaging, prompting legal pushback. |
| Symbolic Clash | The move underscores Xiaomi’s bold entry into premium territory—and the friction it’s causing incumbents. |
