Ad wars heat up: Xiaomi receives cease-and-desist notices from Apple, Samsung

Tech giants Apple and Samsung have sent cease-and-desist notices to Chinese smartphone maker Xiaomi, objecting to its latest advertising campaign that directly compared its flagship device with their premium smartphones.

According to people familiar with the matter, both companies took issue with what they described as “disparaging content” in Xiaomi’s ads.

A cease-and-desist notice is a formal legal document demanding that a company stop certain activities deemed unlawful or damaging.

“Comparing specifications is fine,” said a person aware of the development. “But you should not directly name a specific competitor. Instead of that, you simply say ‘rivals’.”

Xiaomi has not commented publicly on the matter.

The controversy dates back to April, when Xiaomi ran full-page newspaper ads mocking Apple’s iPhone 16 Pro Max on April Fools’ Day, claiming its camera was inferior to the newly launched Xiaomi 15 Ultra.

Earlier in March, at the India launch of the Xiaomi 15 series, the company had also run ads that called the iPhone 16 Pro Max’s camera “cute” while showcasing its own camera strengths. Similar campaigns targeted Samsung as well.

Apple and Samsung argue the ads cross the line of fair competition, damaging their premium brand image, particularly in India, where both dominate the high-end smartphone market.

This approach, known as ambush marketing, involves brands gaining attention by associating themselves with rivals without official consent.

Xiaomi, once viewed primarily as a budget player, has been expanding into the premium smartphone space in India.

According to International Data Corporation (IDC), Samsung led the Indian smartphone market in Q2 2025 with a 14.5% share, followed by Xiaomi with 9.6% and Apple with 7.5%.

Apple’s momentum has remained strong, with shipments rising 21.5% year-on-year in the first half of 2025 to 5.9 million units. The iPhone 16 was the most shipped model in India, accounting for 4% of all smartphone sales during the period. Apple also opened its fourth retail store in Pune earlier this year. IANS