Apple and Samsung have sent legal notices and threatened to sue Xiaomi in India over the Chinese company's advertising that disparages or denigrates the products of the two leading tech giants, Android Police writes.
This controversy began after the launch of Xiaomi 15 smartphones in India. The Chinese company launched an advertising campaign focused on comparing it to the iPhone 16 Pro Max, whose camera was called "cute", while the Xiaomi 15 Ultra was described as "a real find".
In April of this year, Xiaomi also targeted Samsung. The Chinese company ran an advertising campaign in both print and social media that belittled the capabilities of Samsung's smart TVs.
Interestingly, Xiaomi is doing this in a market dominated by Samsung and Apple. The South Korean company is the leader in smartphone sales, with a 14.5% market share. The Cupertino company is responsible for 7.5%. And while Xiaomi is ahead of the iPhone in sales, in the premium device segment, the Chinese company has only 1%, while the other two have 95%.