Tech giants Apple and Samsung sue Chinese smartphone maker Xiaomi over a marketing campaign that put them in a bad light. This ad campaign compares its latest flagship, the Xiaomi 15 Ultra’s camera system, with Samsung and Apple’s premium devices. Sources close to the matter say that both firms have issued cease-and-desist notices. The Chinese company hasn’t responded to the matter yet.
Apple and Samsung sue Xiaomi
During the India launch of the Xiaomi 15 series, the company ran an ad campaign. It called out the iPhone 16 Pro Max’s camera as “cute” while highlighting its camera prowess. In April, Xiaomi came up with a full-page newspaper ad mocking Apple’s iPhone 16 Pro Max in April Fools’ Day. The firm claimed that its camera system was no match for its latest flagship, the Xiaomi 15 Ultra. They took a similar dig at Samsung as well.
The cease-and-desist notice is a formal legal document that asks Xiaomi to stop the activity, which it sees as damaging or unlawful, immediately. “Comparing specifications is fine, but you should not directly name a specific competitor. Instead of that, you simply say ‘rivals,’” said a person aware of the development.
Apple and Samsung send cease-and-desist notice
In Apple and Samsung’s defense, such ads risk damaging their brand image, especially in India. This is a market where they both dominate the top-end smartphone market. This style of advertising is reportedly known as “ambush marketing,” where it associates itself with a rival product/brand without consent.
As per IDC data, Samsung led the Indian smartphone market with a 14.5% market share in Q2 2025, followed by Xiaomi with a 9.6% share and Apple with a 7.5% share. Apple is also on the rise, with 5.9 million shipments and 21.1% year-over-year (YoY) growth in the first half of 2025. The iPhone 16 has been the most popular model.
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