Xiaomi has launched a provocative front-page advertisement in The Economic Times wishing “Happy April Fools’ Day” to anyone believing the iPhone 16 Pro Max’s camera outperforms their new Xiaomi 15 Ultra. The ad bluntly adds, “Every day is April Fools’ Day if you fell for it,” continuing the Chinese manufacturer’s tradition of directly challenging Apple.
This latest jab follows Xiaomi’s March print campaign that dismissed the iPhone 16 Pro Max’s camera as merely “cute” while promoting its own superior features with the tagline “Maybe it’s time to see through the right lens.”
The Xiaomi 15 Ultra, featuring a Silver Chrome finish inspired by Leica M-series cameras and optics engineered in partnership with the renowned German brand, represents the company’s flagship offering in the premium smartphone market.
Xiaomi isn’t alone in targeting Apple. Following controversy over Apple’s iPad Pro commercial—which showed creative tools being crushed by a hydraulic press to showcase the tablet as an all-in-one replacement—Xiaomi responded with its own version that stopped the press before destruction, promoting its Xiaomi 14 Civi.
Samsung similarly capitalized on the moment with an ad showing a woman retrieving a guitar from Apple’s “crushed” tools and using a Samsung Tab S9 to play music, declaring “Creativity cannot be crushed.”
This competitive advertising approach has become common in the tech industry, with brands regularly seizing opportunities to challenge competitors while positioning themselves as superior alternatives—similar to tactics seen in other industries like the ongoing Pepsi versus Coca-Cola rivalry.
