Apple and Samsung issue legal notices to Xiaomi over aggressive ads in India – Brand Wagon News

Apple and Samsung have sent cease-and-desist notices to Xiaomi over advertisements that compared the Chinese company’s smartphones and televisions with their flagship products, ET reported.

The notices, sent earlier this year, object to what the two companies termed as “disparaging” content in Xiaomi’s campaigns. While comparative advertising is permitted under Indian law, Apple and Samsung argued that the tone of Xiaomi’s promotions went beyond fair competition and risked damaging the premium positioning of their brands, the report said.

Disputed ad campaigns

Similar comparisons were drawn with Samsung’s smartphones and television sets. Xiaomi’s ads contrasted Samsung LED TVs with its QLED models, while also taking swipes at Samsung’s smartphone portfolio.

Xiaomi had released a series of full-page print advertisements and social media promotions in March and April. One of the ads wished a “Happy April Fools’ Day” to anyone who believed the iPhone 16 Pro Max’s camera outperformed Xiaomi’s 15 Ultra. Another described Apple’s camera as “cute” while promoting its own imaging features.

Premium market dynamics

According to data from International Data Corporation (IDC) cited by Business Standard, Apple and Samsung together control about 95% of India’s premium smartphone market (priced above Rs 50,000), while Xiaomi accounts for less than 1%. In Q2 2025, Samsung had a 14.5 per cent share of the overall Indian smartphone market, followed by Xiaomi at 9.6% and Apple at 7.5%.

Apple’s shipments in India rose 21.5% year-on-year in the first half of 2025 to 5.9 million units, with the iPhone 16 being the most shipped model. Xiaomi, which has historically focused on the affordable segment, has been trying to expand its presence in the premium category.

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