A cross-device content projection method that is applied to a first electronic device, a second electronic device, and a third electronic device, wherein the first electronic device and the third electronic device have an NFC chip each, the first electronic device plays first content, the third electronic device plays second content, and the method comprises: projecting, by the first electronic device, the first content to the second electronic device; displaying, by the second electronic device, the first content; touching or approaching, by the NFC chip of the third electronic device, the NFC chip of the first electronic device; sending, by the first electronic device, connection status information of the first electronic device to the third electronic device; receiving, by the third electronic device, the connection status information; projecting, by the third electronic device, the second content to the second electronic device based on the connection status information; and displaying, by the second electronic device, the first content and the second content; wherein after the NFC chip of the third electronic device touches or approaches the NFC chip of the first electronic device, the method further comprises: receiving, by the third electronic device, a Bluetooth MAC address of the first electronic device through the NFC chip; establishing, by the third electronic device, a Bluetooth connection to the first electronic device based on the Bluetooth MAC address; and the sending, by the first electronic device, connection status information of the first electronic device to the third electronic device is specifically: sending, by the first electronic device, the connection status information of the first electronic device to the third electronic device by using the Bluetooth connection. projecting, by the first electronic device, the first content to the second electronic device; displaying, by the second electronic device, the first content; touching or approaching, by the NFC chip of the third electronic device, the NFC chip of the first electronic device; sending, by the first electronic device, connection status information of the first electronic device to the third electronic device; receiving, by the third electronic device, the connection status information; projecting, by the third electronic device, the second content to the second electronic device based on the connection status information; and displaying, by the second electronic device, the first content and the second content; wherein after the NFC chip of the third electronic device touches or approaches the NFC chip of the first electronic device, the method further comprises: receiving, by the third electronic device, a Bluetooth MAC address of the first electronic device through the NFC chip; establishing, by the third electronic device, a Bluetooth connection to the first electronic device based on the Bluetooth MAC address; and the sending, by the first electronic device, connection status information of the first electronic device to the third electronic device is specifically: sending, by the first electronic device, the connection status information of the first electronic device to the third electronic device by using the Bluetooth connection. receiving, by the third electronic device, a Bluetooth MAC address of the first electronic device through the NFC chip; establishing, by the third electronic device, a Bluetooth connection to the first electronic device based on the Bluetooth MAC address; and the sending, by the first electronic device, connection status information of the first electronic device to the third electronic device is specifically: sending, by the first electronic device, the connection status information of the first electronic device to the third electronic device by using the Bluetooth connection.