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Apple and Samsung Sue Xiaomi Over Ambush Ads in India.
ByAinvest
Thursday, Aug 28, 2025 12:47 am ET1min read
Apple and Samsung have issued cease-and-desist notices to Xiaomi over comparative ads that allegedly mock rival smartphones and hurt their premium brand image in India. Xiaomi has been trying to expand its presence in India's premium segment, which is dominated by Apple and Samsung. The ads are seen as ambush marketing and portray the global market leaders in a negative light.
Apple and Samsung have taken legal action against Xiaomi in India over advertisements that compared their smartphones unfavorably to Apple and Samsung models. The companies issued cease-and-desist notices to Xiaomi for making disparaging comparisons in their advertisements, aiming to protect their brand value in the competitive Indian market [1].Xiaomi's ads targeted the iPhone and some Samsung models, reflecting the Chinese company's strategy to gain a foothold in the lucrative premium smartphone segment. The ads were seen as ambush marketing, a tactic where companies engage in comparative advertising to disparage competitors [1].
Apple and Samsung, which together command around 95% of the premium smartphone market in India, are aiming to protect their brand value. Market researcher IDC reports that Apple and Samsung hold a dominant share of the market above ₹50,000, while Xiaomi has less than 1% [1].
The legal action underscores the intense competition for customer share in the world's second-largest smartphone market. Xiaomi, known for its affordable devices, has been seeking to expand into the premium segment by targeting Apple and Samsung's flagship models [1].
Harish Bijoor, a business and brand strategy specialist, described the advertisements as a way for Xiaomi to provoke its bigger rivals and hurt them where it mattered most. He noted that companies are increasingly sensitive to such advertising tactics, reflecting the significant brand value commanded by Apple and Samsung [1].
References:
[1] https://m.economictimes.com/industry/cons-products/electronics/apple-and-samsung-make-legal-call-against-xiaomi/articleshow/123550194.cms
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