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4h ago

Apple, Samsung Send Cease-and-Desist Notices to Xiaomi Over India Ads

The action challenges Xiaomi’s March–April campaigns that directly named rival models and were described by sources as disparaging.

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Overview

  • Reports on August 28 cite ET and unnamed sources saying Apple and Samsung issued legal notices earlier this year objecting to Xiaomi’s comparative promotions in India.
  • Xiaomi’s ads included a full-page April Fools’ spot mocking the iPhone 16 Pro Max and earlier copy calling Apple’s camera “cute” while touting the Xiaomi 15 Ultra.
  • The campaign also took aim at Samsung, contrasting its LED TVs with Xiaomi’s QLED models and making direct comparisons to Samsung smartphones.
  • Comparative advertising is permitted in India, but the notices argue Xiaomi’s tone crossed into disparagement that could harm the incumbents’ premium brand positioning.
  • Xiaomi has not publicly commented on the notices, and media reports have not indicated any filed lawsuits, as the tussle plays out in a market where Apple and Samsung dominate the premium segment.