Xiaomi in alleged copycat row with Apple over animated emoji ad

An ad for Xiaomi’s upcoming Mimoji to be launched with the upcoming MiCC9 phone was called out by a user on the Chinese social media service Weibo for its alleged similarities to a video from Apple Music for Talk by Khalid, featuring an Apple Memoji version of the singer.


The user ‘Lukalio Luka’ tagged Xiaomi’s general manager of public relations Xu Jieyun, asking for an explanation. 

In a response posted on Weibo, Jieyun thanked the user for bringing the post to his notice and said: “It was confirmed that the operation team made an error during the uploading process and uploaded the wrong content.” He said the subject was under further investigation and “will be dealt with seriously.”

Responding on his own page on Weibo, Jieyun further clarified that Xiaomi’s Mimoji had been registered in May 2018 and that Apple had enabled its Memoji on June 5, 2018. He further added: “The functional logic of the two products is very different.” 

The similarity of images evoked widespread comment, especially in the global press, drawing attention to other instances when Xiaomi’s products allegedly bore a resemblance to those from Apple – for instance, the company’s decision to name its wireless earphones ‘Air Dots’ after Apple came up with ‘AirPods’.


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