A day after China’s Xiaomi said it wanted to become the world’s number one smartphone vendor, an Apple executive weighed in and told the Chinese company that’s it’s easier said than done.

“It is easy to say, it is much more difficult to do,” said Bruce Sewell, Apple senior vice president, on Thursday at the World Internet Conference in Wuzhen, China.

Sewell made the comment after Xiaomi’s CEO Lei Jun said the day before he wanted his company to become the top player in the market within five to 10 years. The fast-rising Chinese handset maker briefly became the world’s third largest smartphone vendor in the third quarter, trailing behind Apple and Samsung.

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