For its heavy-handed metaphor in its iPad Pro ad featuring close-up shots of crushed creative tools, Apple drew criticism. Samsung capitalized on the controversy with its own mocking ad.

Xiaomi is now entering the fray, but with a different agenda. To tease an upcoming phone launch in India, the company made a similar ad.

Xiaomi released an ad on Tuesday that resembled Apple’s ad in its layout. The crushing surface grinds to a halt midway, and the video concludes with the text “Cinematic Vision,” with the “Ci” and “Vi” highlighted in red.

Xiaomi’s youth-oriented smartphone line is called Civi, which is formed by those letters. The Xiaomi Civi 4 Pro is Xiaomi’s latest Civi phone, which has been exclusive to China so far.

The Xiaomi 14 Civi appears to be the brand’s first Civi phone in India, and it’s allegedly a rebrand of the Civi 4 Pro.


The Xiaomi CIVI 4 Pro has a 6.55-inch 1.5K C8 12-bit OLED display and 120Hz refresh rate. The display panel has a brightness of 1500 nits, a DCI-P3 color gamut, HDR10+ support, and Corning Gorilla Glass Victus 2. This device is powered by Snapdragon 8s Gen 3 SoC coupled with 12GB/16GB RAM and 256GB/512GB storage. The device runs MIUI 14 out of the box.

The Civi 4 Pro features a triple-camera setup at the back. The camera setup includes a  1/ 1.55″ Light Fusion 800 sensor with a 50MP resolution, f/1.63 aperture, Leica Summilux lens, and OIS. The camera also features a 12MP ultra-wide lens with an aperture of f/2.2. Lastly, there is another 50MP Samsung JN1 telephoto sensor with 2X optical zoom with OIS.

A pill-shaped cutout on the front of the device houses a dual selfie camera. There is a 32MP primary lens with an aperture of f/2.0 and autofocus on the front-facing camera. On the front side, there is also a 32MP secondary camera. EIS is supported by this 32MP ultra-wide angle lens and it has an aperture of f/2.4.

Both the front-facing and rear-facing cameras are capable of recording 4K videos at 30 fps. It has a 4,700mAh battery with 67W fast charging support. The handset has several connectivity features such as 5G, 4G, dual-SIM slots, NFC, Wi-Fi 6, Bluetooth v5.4, GPS, GLONASS, Galileo, Beidou, and a USB Type-C port. Lastly, the phone has an in-display fingerprint sensor, Dolby Atmos support, and Hi-Res wireless audio.