August 29, 2025 — Apple and Samsung have taken formal action against Xiaomi in India, objecting to the smartphone maker’s recent advertising campaigns that directly compare its devices with their flagship models. The two tech giants argue that Xiaomi’s ads are disparaging and could harm their premium brand image in one of the world’s largest smartphone markets.
Controversial Advertising
Earlier this year, Xiaomi released print and social media ads in India that poked fun at the iPhone 16 Pro Max’s camera, labeling it as “cute” in comparison to Xiaomi’s 15 Ultra model. Some ads referenced April Fools’ Day to emphasize the playful—but pointed—tone of the campaign. Apple and Samsung contend that these campaigns went beyond simple comparisons and entered the realm of mockery.
Legal Challenge
Apple and Samsung maintain that while comparative advertising is allowed in India, it must be fair and factual. They claim Xiaomi’s approach undermines brand reputation and misleads consumers. Experts describe such tactics as aggressive marketing that risks provoking legal scrutiny, especially in the premium segment where brand value is highly protected.
Market Implications
The dispute highlights the intense competition in India’s high-end smartphone market. Xiaomi, historically focused on budget devices, has been expanding into premium models, but the legal pushback from Apple and Samsung signals that aggressive marketing in this segment carries risks.
The outcome of this dispute may influence how smartphone companies approach comparative advertising in India, potentially leading to clearer guidelines and more careful campaigns in the future.
Leave a Reply