Of course they are. It's marketing. And Apple, more than anyone, is in a prime position to do it and get very far with it.
You ALWAYS find a way to slag on the perceived weaker competition, especially when you're doing well and command vastly dominant mindshare. It plays quite effectively with the average consumer, and besides, puts you in a power position vis-a-vis rivals when they and other players know you actually have the goods to back it up.
Reminds me of this clever piece:
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Bravo! And that's why even the smallest of cafe with an apple on their logo is being sued by giant Apple.
Oh I forgot to mention, a David company in Spain pwned Goliath Apple in a criminal lawsuit.