Apple and Samsung have formally issued cease-and-desist notices to Xiaomi in India after the Chinese manufacturer launched advertising campaigns that directly compared its products with those of its rivals. The notices argue that advertisements from Xiaomi were not merely comparative but disparaging, thereby damaging their brand reputation and equity.
The ads were released during March and April 2025 across newspapers and social media. These campaigns prominently promoted the flagship Xiaomi 15 Ultra smartphone while mocking the iPhone 16 Pro Max and challenging the premium TV models from Samsung. Both companies argue that the tone of these promotions exceeded fair comparative boundaries.
Note that the Xiaomi ads were provocative. One suggested that consumers who thought the iPhone cameras matched Xiaomi 15 Ultra should celebrate April Fools’ Day. Another called the triple rear camera of iPhone “cute” and highlighted the higher specifications and more competitive pricing of the 15 Ultra, thus intensifying the controversy surrounding these promotions.
Samsung was also targeted in separate campaigns that emphasized QLED TVs of Xiaomi as superior alternatives to its LED models. By comparing technology and pricing in this manner, Xiaomi positioned itself as a challenger to the dominance of Samsung in the Indian TV market, a tactic viewed as undermining the established brand reputation of Samsung.
The legal notices highlight that promotion perceived as disparaging can trigger legal consequences, although comparative advertising is permitted in India when based on factual accuracy. Apple and Samsung contend that the tone of the advertisements, laced with mockery and insinuation, crossed the boundary of fair competition and amounted to brand denigration.
Some could describe the Xiaomi ad campaigns as examples of ambush marketing. The ads sought to disrupt market leaders through aggressive, attention-grabbing strategies. This approach can create buzz but also risks alienating some audiences and provoking legal action from established competitors protective of their brand images and premium positioning.
The premium smartphone market segment of India is overwhelmingly dominated by both Apple and Samsung. The two control approximately 95 percent of the segment. The aggressive campaign strategy of Xiaomi demonstrates its attempt to break into this highly lucrative smartphone segment, where brand loyalty and perceived prestige heavily influence purchasing decisions.
Apple and Samsung have limited their response to cease and desist notices for now. However, if Xiaomi persists with similar promotional tactics, both companies could escalate proceedings by pursuing claims for damages, which would involve complex litigation, negative publicity, and significant reputational consequences within the Indian technology market.