Not fake, but not what Apple claims either.
For example, they claim to be very privacy minded. For example, your data in iCloud is encrypted. This encryption has keys that only Apple has, but that you as the owner cannot control. So this encryption is for marketing only. At the end of the day, Apple, NSA, FBI, criminals, and any other government agency that wants to forge up a court order to look at anything they want.
The technology exists, and has for years, to allow users full control of the encryption on iCould. But Apple has not implemented it. Why? Because it is an additional cost and Apple's marketing is working right now without it. Most people believe Apple's marketing and would never question the company.
The result is that we get fantastic claims and mediocre delivery. Now I agree that Apple's delivery is better than the alternatives, but that does not mean that we, as users, should not be demanding more. We need to force Apple to live up to its marketing claims.