Apple and Samsung don’t agree on much, but when it comes to Xiaomi’s marketing tactics, the two rivals are suddenly on the same page. The Economic Times reports that both companies have sent cease-and-desist notices to Xiaomi over a series of ads mocking their latest flagships and positioning the Xiaomi 15 Ultra as the superior camera phone.

That's a big problem for Apple, because it means fewer iPhone sales and the risk of losing market share to rivals, including Samsung. According to data from Telemetry, the most commonly owned iPhone is the iPhone 13, representing 16.3% of all iPhones in use.

Samsung and Apple sue Xiaomi over ad campaign. It ran a marketing campaign that put both brands in a bad light.

Samsung delivers the snark with another topical, humorous ad trolling Apple's lateness to the AI and foldable party

The reason apparently has to do with it needing to fit better (and larger) cameras. Ever since the Galaxy S22 Ultra, Samsung's Ultra phones have had

With this ad, Samsung is flexing its Galaxy AI tools — positioning features like sketch-to-image as everyday problem-solvers that iPhones simply don’t offer.

With the iPhone 17 Pro, it seems Apple is going straight for the summit of long-range photo capture by smartphone cameras.