Very much, yes.
For those of us living in the real world, without Apple-tinted glasses, this is exactly how it is.
Um, no. Yes Apple takes jabs at Android during their keynotes, but their commercials and advertisements are exactly as you described as not being: advertising on their products own merits.
With the exception of the Mac vs. PC campaign, Apple showcases their product and the experience they create for the consumer. They don't name competition and run ads specifically targeting their competitors.
It doesn't take Apple-tinted glasses to see this.