Apple And Samsung Are Taking Legal Action Against Xiaomi’s Ads: Here’s Why

A new advertising battle is brewing in the smartphone world. Reports suggest that Apple and Samsung have both sent legal notices to Xiaomi after the Chinese brand rolled out a series of ads that didn’t just promote its own phone, but openly mocked rival flagships. The timing couldn’t be more dramatic, with all three companies preparing for major product launches in September. Also Read: iPhone Air Gets Massive Rs 28,000 Price Cut In India: Here’s The Current Deal

What Sparked the Fight

Xiaomi recently went big with newspaper ads for its new Xiaomi 15 Ultra in India. But instead of just showing off its features, the campaign took direct shots at Apple and Samsung. One ad called the iPhone 16 Pro Max’s camera “cute,” adding the jab, “Maybe it’s time to see through the right lens.” Also Read: iPhone Fold: Launch Date, Design, Specs, Price, Everything We Know About Apple’s First Foldable iPhone

Another took things further, reading: “Happy April Fools’ Day to anyone who believed the iPhone 16 Pro Max’s camera could outshine Xiaomi’s newly launched 15 Ultra.” Similar digs were also aimed at Samsung. Also Read: Best Tech of CES 2026: Samsung Galaxy Z TriFold, Lenovo’s Rollable Laptops, Asus ROG XREAL R1 and the Future of Innovation

Why Apple and Samsung Are Upset

According to reports, both companies felt Xiaomi’s messaging went beyond playful marketing. The notices accuse Xiaomi of using disparaging content that could hurt their brand reputation in the competitive premium smartphone market. While cheeky comparisons aren’t new in tech ads, Apple and Samsung seem to believe Xiaomi has crossed the line this time.

Big Launch Season Ahead

Ironically, this spat arrives right before a busy launch calendar. Apple has locked September 9 for its ‘Awe Dropping’ event, where it’s expected to unveil the iPhone 17 lineup – including the iPhone 17, 17 Pro, 17 Pro Max, and the slimmer iPhone 17 Air.

Just a few days earlier, on September 4, Samsung will reveal the Galaxy S25 FE and the Galaxy Tab S11 series. And Xiaomi itself is preparing to announce its Xiaomi 16 series, likely in late September or early October, starting in China.