Apple and Samsung have reportedly sent cease-and-desist notices to Xiaomi for advertising campaigns in India that directly compared its devices to their flagship products.
According to a report from The Economic Times, both Apple and Samsung accused Xiaomi of running ads that were “disparaging” to their brand image. The legal notices aim to protect their reputation in India’s highly competitive premium smartphone and smart TV markets.
Xiaomi’s Campaign That Sparked the Dispute
Xiaomi began the campaign earlier this year with full-page print ads targeting Apple’s iPhone 16 Pro Max. The ads highlighted the price difference and specifications compared to Xiaomi’s 15 Ultra, questioning whether Apple’s flagship truly justified its premium status.
The company also launched similar ads against Samsung, criticizing its smartphone lineup on social media. Additionally, Xiaomi compared its QLED televisions to Samsung’s LED TVs, claiming to offer “future-ready technology” at the same price as what it called Samsung’s “old technology.”
Apple and Samsung’s Response
Industry insiders said both Apple and Samsung viewed Xiaomi’s marketing strategy as a direct attack on their brand value. While neither company has officially commented, experts suggest Xiaomi may have already gained traction by provoking its larger rivals.
Harish Bijoor, a business and brand-strategy consultant, described the move as ambush marketing—where a company attempts to gain attention by casting competitors in a negative light. He noted that companies today are increasingly sensitive to such tactics, as they can harm brand equity.
Competition in India’s Premium Smartphone Market
India is the world’s second-largest smartphone market, where Apple and Samsung dominate the premium segment, holding a combined 95% share of devices priced above ₹50,000. Xiaomi, however, has been pushing aggressively to break into this lucrative category.
Market research also shows Xiaomi competing closely with Samsung and LG in India’s smart TV market, further intensifying the rivalry.
For now, the dispute remains at the cease-and-desist stage. However, experts suggest Apple and Samsung could pursue compensation for “brand erosion” if the issue escalates, though this would require lengthy legal proceedings.
FAQs
1. Why did Apple and Samsung send cease-and-desist notices to Xiaomi?
Apple and Samsung allege that Xiaomi’s advertisements made disparaging comparisons that harmed their brand value in India’s premium market.
2. What products were involved in the dispute?
The dispute centers on Xiaomi’s comparisons between its 15 Ultra smartphone and Apple’s iPhone 16 Pro Max, as well as its QLED TVs versus Samsung’s LED TVs.
3. Could Apple and Samsung take further legal action?
Yes. While the current notices are cease-and-desist, reports suggest they may pursue compensation for brand erosion if the situation escalates.
