In a dramatic showdown within the smartphone market, tech giants Apple and Samsung are not holding back against Xiaomi, issuing cease-and-desist notices regarding a series of provocative ads that directly pit their devices against Xiaomi's offerings in India.

The ads, which have made waves in both print and on social media, take bold digs at Apple's and Samsung's premium products. One particularly audacious full-page ad released in April cheekily suggested that anyone believing the iPhone 16 Pro Max’s camera could rival that of Xiaomi’s newly launched 15 Ultra was living in an 'April Fools' Day' fantasy.

Another ad from March didn’t shy away from the spotlight either, branding the iPhone 16 Pro Max’s triple lens setup as 'cute' while questioning its superiority compared to Xiaomi’s more advanced and budget-friendly camera specifications. And Xiaomi didn’t stop with Apple; similar critiques were thrown at Samsung.

Apple and Samsung argue that Xiaomi’s marketing strategy steps over the line of fair competition, painting the iconic brands in an unfairly negative light. Although comparative advertising is allowed in India, it must be factual and fair—as lawyers for the tech titans could easily point out if the ads are viewed as mocking rather than informative.

In a twist, Samsung has adopted a more subtle approach in its advertising campaigns lately, avoiding direct criticism of iPhones and instead highlighting features where it believes it excels.

This escalating feud underscores the intensely competitive nature of India's smartphone market, one of the fastest-growing and most lucrative in the world. As both Apple and Samsung strive to protect their reputation and market share, it's clear they are ready to wield legal tools to defend their positions.