Apple and Samsung send notices to Xiaomi over Ad campaigns: What you need to know

Earlier this year, Apple and Samsung dispatched legal cease-and-desist notices to the Chinese smartphone manufacturer Xiaomi. The notices are opposed to advertisements campaigns made by Xiaomi where Xiaomi compared its phones and televisions with the flagship iPhones of Apple and televisions of Samsung. Apple and Samsung stated that the advertisements made by Xiaomi were more than a fair comparison and became disparaging content that would damage their upscale brand names.

Why did Apple and Samsung take this step?

Comparative advertising in India is not prohibited provided they are fact-based and fair. But Apple and Samsung had a point that the ads of Xiaomi were not mere comparisons but rather tone and language that might have hurt the perception of the consumers toward high end products of Apple and Samsung. As both Apple and Samsung are leading the premium smartphone market in India (phones sold at a high price of over Rs 50,000), their brand reputation is paramount to safeguard. On X, tech analyst Ravi Kapoor said, “Xiaomi is rightly trying to disrupt Apple and Samsung’s premium segment in India, but must tread carefully with ad language. Comparative advertising is a powerful tool but can backfire if seen as disparaging”

As per industry data, Apple and Samsung hold about 95 percent of the premium market in India. Shipment growth of Apple was 21.5 percent year on year in the first half of 2025 mainly due to the popularity of the iPhone 16. At the same time, Xiaomi, a company that has always concentrated on low-cost phones, is attempting to grow its presence in this profitable high-end market.

Apple and Samsung are said to have issued the notices in the first quarter of 2025, earlier in 2025. The discussed campaigns were conducted in March and April and involved both print media and social media advertisements. In any case, the advertisements of Xiaomi mocked Apple iPhone 16 Pro Max camera as cute and advertised Xiaomi imaging. LinkedIn AI and marketing expert Neha Sharma commented, “This is a classic case of brand protection. Apple and Samsung want to retain their exclusive premium image while Xiaomi looks to shift perception. The outcome will influence India’s fast-growing premium smartphone market dynamics” 

How does this impact the market and consumers?

The legal warnings underscore escalating competition and the tension in the smartphone market of India, particularly between Xiaomi and the high-end brands Apple and Samsung. It demonstrates to what extent Xiaomi is fighting to establish the brand at the highest level, yet it also reflects the sensitivity of Apple and Samsung to the perceived brand value. To consumers, these conflicts tend to translate to increased vigorous marketing and in many instances, superior deals and specifications as the competing firms seek to capture the attention of consumers.

Future outlook

The cease-and-desist notices issued by Apple to Xiaomi and Samsung put into emphasis the intensity of the smartphone market in India, especially among high-end consumers. Although Xiaomi emergence introduces a consumer preference and innovation pressure, it also creates legal and brand wars that influence the ways these companies speak to their clients. Anyone monitoring the smartphone market development in India in 2025 and further will find it significant to watch this space.

Disclaimer: The information regarding the gadgets/devices listed in the table and article has been sourced from various secondary sources. For detailed product specifications, please refer to the brand sources.

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