The smartphone industry has entered a new legal tussle after Samsung and Apple issued notices to Xiaomi over its controversial advertising strategy. The dispute began in April this year when Xiaomi published a full-page advertisement in several leading newspapers, directly comparing its Xiaomi 15 Ultra with Apple’s iPhone 16 Pro Max. Both Apple and Samsung allege that the campaign was designed to belittle their products and mislead consumers.

This is not the first time Xiaomi has taken a dig at its rivals. In March, during the launch of the Xiaomi 15 series in India, the company released a print advertisement mocking the iPhone 16 Pro Max’s camera by calling it “cute” and then boasting about the superior photography features of its own flagship model. The ad carried the line, “Maybe it’s time to look at things from the right perspective,” a subtle jibe aimed at Apple. Xiaomi has also run similar campaigns targeting Samsung, adopting a marketing strategy that draws attention by comparing itself with more established brands without any formal partnership.

Traditionally known for its budget-friendly smartphones, Xiaomi is now trying to carve out a space in India’s premium segment, which continues to be dominated by Apple and Samsung. According to reports, Apple’s shipments in India surged 21.5 percent year-on-year in the first half of 2025, reaching 5.9 million units. The iPhone 16 emerged as the most shipped model during this period, accounting for nearly 4 percent of overall smartphone shipments.