"The controversy kicked into high gear during the India launch of the Xiaomi 15 series, where the company unveiled a full-page newspaper ad taking direct aim at the iPhone 16 Pro Max. The ad, published on April Fools' Day, called Apple's camera system "cute" while touting the 15 Ultra's Leica-branded optics as the real deal. Samsung wasn't spared either, with Xiaomi running similar digs at its TVs in a promotional campaign back in April."
"Market context adds another layer to the fight. IDC data shows Samsung leading India's smartphone market in Q2 2025 with a 14.5% share, followed by Xiaomi at 9.6%, and Apple close behind at 7.5%. Apple, however, is growing fast, shipping 5.9 million iPhones in the first half of 2025 - a 21.1% year-over-year bump - with the iPhone 16 series driving demand. For Xiaomi, rattling cages may be part of the playbook to grab attention in a crowded flagship field."
Apple and Samsung sent cease-and-desist notices to Xiaomi over advertising that mocked their flagship devices and promoted the Xiaomi 15 Ultra's Leica-branded camera. Xiaomi ran a full-page April Fools' Day newspaper ad that called Apple's camera system "cute" and earlier ran promotional digs at Samsung TVs. Apple and Samsung claim the campaigns cross from comparative advertising into brand disparagement. No lawsuits have been filed. IDC data shows Samsung leading India's market (14.5%), Xiaomi at 9.6%, and Apple at 7.5%, with Apple shipping 5.9 million iPhones in H1 2025. Xiaomi has not responded to the legal threats.
Read at Android Police
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