Last week when Chinese smartphone maker Xiaomi launched its Mi Note phablet, it drew instant comparisons to Apple’s iPhone 6 Plus. Now Xiaomi has released a new video ad to bash the iPhone 6 Plus, but it inadvertently shows how much it copies the Cupertino company. Apple design chief Sir Jony Ive has even accused the Chinese company of “theft.”

Xiaomi Takes A Dig At iPhone 6 Plus In New Ad

Frying pan magically turns iPhone 6 Plus into Mi Note

In its latest ad, the Chinese smartphone maker pokes fun at the iPhone 6 Plus’ less-than-attractive protruding camera. Earlier iPhone models featured flat camera modules. The ad starts off by taking a frying pan and using it to smack down the iPhone 6 Plus’ camera module. When Apple’s device is hammered with the frying pan, the protruding camera slims down and magically turns into Mi Note, which has a flat rear camera.

The humorous ad works, but mainly because Mi Note looks strikingly similar to Apple’s latest phablet. Anyway, the iPhone 6 Plus has witnessed strong sales in Asia, especially China. According to research firm Counterpoint Research, Apple’s smartphone sales in China surged 45% year-over-year in November. However, the Cupertino company still lags behind Xiaomi in the world’s largest smartphone market.

Mi Note packs impressive features

Mi Note features 3GB RAM, 13-megapixel main camera, a 5.7-inch display with 1080p resolution. It retails for only 2,299 yuan ($372), about half the price of the iPhone 6 Plus. By comparison, Apple’s phablet comes with 1GB RAM, a 1080p 5.5-inch display, and 8-megapixel main camera. Despite lower megapixels, the iPhones deliver top-notch photo quality.

Mi Note has a simple glass design compared to metal casing in the iPhone 6 Plus. Xiaomi is yet to enter the U.S. market. If and when it does, Apple is likely to sue it for patent infringement. However, as an affordable alternative to premium-range iPhones, it can challenge Apple in Asian markets. Bob Ciura says Xiaomi is no threat to Apple. Individuals buying Xiaomi phones do so primarily because of low cost, and Apple is not targeting people looking to buy low-cost devices.