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They did mock PCs though. They just paid professional comedians to do the mocking, so it was glossier, more polished mocking. It's not the case of Apple having that much of the higher ground here.
I guess if you count good-natured ribbing as mocking, then sure. I mean they aren't mocking in the sense of derisive belittling. The ads were not mean-spirited or malicious (not saying these Xiaomi ads are that either [just to remind of the context of this discussion]). They were intended to be funny and clever, even satirical caricature, but never malicious. They were not grossly incorrect either, although caricature.
 
But, outside of India, people are following the story, as on here. The cynic in me would very much say Apple and Samsung are very happy that their threatening legal action has pushed this story international, because it's publicity. Extending that, part of the decision to threaten legal action or not threaten legal action would be factoring in the publicity the manufactured drama creates.
Maybe try not being so cynical? ;) We can think critically without cynicism.
 
I guess if you count good-natured ribbing as mocking, then sure. I mean they aren't mocking in the sense of derisive belittling. The ads were not mean-spirited or malicious (not saying these Xiaomi ads are that either [just to remind of the context of this discussion]). They were intended to be funny and clever, even satirical caricature, but never malicious. They were not grossly incorrect either, although caricature.

The only difference I would see between Apple's "Mac vs PC" campaign and these ads if that these adds are more direct and brutal, but I don't think that's a case of Apple = nice Xiaomi = Nasty, and it's a lot more to do with the fact that world we live in have become far less polite and far more vicious in the time between now and then. PUb;ic discourse in any area, have become a lot less diplomatic and respectful to the other side. We see it in politics, in social media, etc... so it's not surprising we see the same in advertising.
 
When you need to mock the competition, it surely inspires confidence in your product...
Anyway Oppo, Xiaomi, Honor or whatever chinese brand can add a trillion 1 gigapixel cameras, and yet I'll still buy my trusty ol' iPhone.

Same thing with computers.
"You know that for half the price of your mac you can get a PC three times as powerful?"
"Yes, but you mistook me for someone who cares".

It's not like I'm allergic to windows.
Used it all my childhood and teens, and I have a gaming PC that runs windows exclusively for games.
But I'd never get that AI bloated, Ads riddled, clunky windows for my main work computer.
And I didn't even mention the privacy aspect, which is well known it's taken much more seriously on macs.

The frustration comes when people fail to understand that one could simply prefer an other system, despite it costing more.
As said before, I'd rather have a mac half the power of an equivalent PC, and I'd be very happy.
 
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While I’m sure Xiaomi makes great cameras for their smartphones, but does anyone see that it as pretty obnoxious? If I needed that level of detail, it doesn’t matter if it’s Apple, Samsung, Xiaomi or OnePlus, I’m buying a Sony, Canon or Nikon digital camera.
 
Why the hell would you buy something like that?

If you want a camera, buy a Camera. Not a thing pretending to be one.

Have to stop pretending smartphones are cameras. There's absolutely no substitute for an actual chunk of glass in front of the sensor whatever they tell you.
I don't disagree a DSLR is better. The nice thing about getting something like this is I have a choice whether I want to carry 20lbs of camera and lenses and batteries everywhere I go or carry a phone and get the best possible pictures I can.

You seem pretty worked up over this. Why?
 
No, it's not. It's an affront to both cameras and phones.

Saying it's an "affront" is a bit much. I mean, I wouldn't buy it myself, but it doesn't offend, outrage or upset me.

Even if I don't like a piece of consumer tech, it's not an "affront". Consumer tech really doesn't fall into the "atrocity" category, no matter how bad it is.
 
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Why the hell would you buy something like that?

If you want a camera, buy a Camera. Not a thing pretending to be one.

Have to stop pretending smartphones are cameras. There's absolutely no substitute for an actual chunk of glass in front of the sensor whatever they tell you.

They are equivalent to point-and-shoot cameras, which is the only camera 90% of people have ever held, even before phones. I still have my first digital camera, a 2.0mp Nikon Coolpix...would you say it's not a camera? It doesn't have a "chunk of glass". My 80's Polaroid in the closet, or my 1988 Kodak 110 (8th birthday present) that is the shape and size of an ice cream bar..all cameras.

They aren't professional-grade cameras, but they are cameras. I think that Xiaomi looks fantastic.
 
Xiaomi makes way more than just phones. They’ve built a whole ecosystem of products, and some of them are pretty surprising or interesting:
  • Smartphones & Tablets – Their main business, known for good specs at lower prices.
  • Smart Home Gear – Air purifiers, robot vacuums, smart bulbs, smart locks, cameras, and even refrigerators.
  • Wearables – Mi Band (fitness tracker), smartwatches, smart rings (recently announced).
  • Personal Mobility – Electric scooters, electric bikes, and even electric cars (SU7 sedan and YU7 SUV).
  • TVs & Streaming Boxes – Mi TV, Mi Box, projectors.
  • Laptops & PC Accessories – Lightweight laptops, PC monitors, mechanical keyboards.
  • Kitchen Appliances – Rice cookers, smart kettles, blenders, induction cooktops.
  • Health Gadgets – Smart scales, blood pressure monitors, thermometers, water purifiers.
  • Lifestyle Items – Backpacks, suitcases, pens, umbrellas, and even pillows.
  • Fun & Quirky Stuff –
    • A talking toothbrush with a screen.
    • Smart fish tank that auto-feeds and regulates water.
    • Smart pet feeder & fountain for cats and dogs.
    • Smart trash can that seals and replaces the bag.
    • A pocket-sized photo printer.
Xiaomi’s strategy is basically: if it has a circuit board, we’ll make it.
 
No, it's not. It's an affront to both cameras and phones.
This is you, apparently: :D

2025-08-29_06-22-51.jpg
 
Xiaomi makes way more than just phones. They’ve built a whole ecosystem of products, and some of them are pretty surprising or interesting:
  • Smartphones & Tablets – Their main business, known for good specs at lower prices.
  • Smart Home Gear – Air purifiers, robot vacuums, smart bulbs, smart locks, cameras, and even refrigerators.
  • Wearables – Mi Band (fitness tracker), smartwatches, smart rings (recently announced).
  • Personal Mobility – Electric scooters, electric bikes, and even concept electric cars (SU7 sedan).
  • TVs & Streaming Boxes – Mi TV, Mi Box, projectors.
  • Laptops & PC Accessories – Lightweight laptops, PC monitors, mechanical keyboards.
  • Kitchen Appliances – Rice cookers, smart kettles, blenders, induction cooktops.
  • Health Gadgets – Smart scales, blood pressure monitors, thermometers, water purifiers.
  • Lifestyle Items – Backpacks, suitcases, pens, umbrellas, and even pillows.
  • Fun & Quirky Stuff –
    • A talking toothbrush with a screen.
    • Smart fish tank that auto-feeds and regulates water.
    • Smart pet feeder & fountain for cats and dogs.
    • Smart trash can that seals and replaces the bag.
    • A pocket-sized photo printer.







Xiaomi’s strategy is basically: if it has a circuit board, we’ll make it.

It's not their hardware, but their software/services that would put me off. But then I'm the type who would not by a NAS from a provider who locks me in to their software.
 
No, it's not. It's an affront to both cameras and phones.

It's not an affront, it's gatekeeping by you. Why concern yourself with what other people want to buy and use?

I have a DSLR and my phone, so it's not for me, but it's a nice looking device, and the ergonomics for photo-taking are light years better than anything Apple has. A full camera grip vs Apple's finicky-as-hell camera "button"? Not even close.

 
I see nothing wrong with the Ads. They are not lying, they are just stating specs. The two things that stand out here are:

A) They are doing a direct comparison to a competitor, that typically doesn’t work out well for the company. […]
The legal problem is they are not doing a direct comparison. They are stating their own specs, but not Apple’s. They are comparing specs to aesthetics.

The message is “we have impressive specs, Apple has cute aesthetics” — however, while the audience can directly compare the aesthetics, they can’t directly compare the specs.
 
I always think disparaging ads feel like desperation and make me actively dislike that company more.
Except when the company is called Apple. Then it's "brilliant" and "funny" and "the best advertising campaign ever."

Mac vs. PC

When in the ads the competitor is sent to a psychiatrist or has to advertise his disastrous product with free pizza.
 
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The legal problem is they are not doing a direct comparison. They are stating their own specs, but not Apple’s. They are comparing specs to aesthetics.

The message is “we have impressive specs, Apple has cute aesthetics” — however, while the audience can compare the aesthetics, they can’t compare the specs.
Meh. They're highlighting their own specs, not doing a scientific breakdown comparison. Apple and Samsung seem like spoiled kids throwing a tantrum here.
 
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