I have a Garmin Fenix 6, and wore an FR935 before that. They're both gathering dust up in my electronics cupboard since I replaced them with the AW8 and now the AWU2.
Garmin's display, UI and smartwatch capabilities are primitive compared to the AW. I'd go back to it for the battery life if I were competing in ultramarathons or Ironman tris, or multi-day hikes off the grid, but as a daily smartwatch and for the training I do, it poses no competition whatsoever to an AW for me.
Apple could easily make a watch that competed with Garmin for battery life - all they'd have to do is degrade the display, dumb it down and remove about 90% of its functionality, but then it wouldn't be much of an Apple Watch.
In the big picture of smartwatch sales, Garmin is a small fish in a big pond. From the
statistics I can find, Apple holds 32% of the market, while Garmin is at 4%. Even Samsung (10%) and Huawei (7%) are well above Garmin, and Fitbit is barely behind them. So Apple isn't "pretending" there's no competition - sales figures say they're absolutely correct. Garmin are a niche product and their core functionality is geared toward a very small and very specialized demographic.