This was the way Apple advertised their products for 90% of their existence, by insulting their competition and, in turn, the masses that used them.
Remember "I'm a Mac, I'm a PC".
Further back, Apple used to have Jeff Goldblum bash the "big beige box" to mock the Wintel platform.
And remember Ellen Feiss?
Apple has traditionally invested more effort in calling out their competition rather than just making feel good ads about all the features their devices have. Those ads full of inspired music showing people doing things with an iPad or iPhone are actually quite RARE for Apple.
It is an important rule to never mention your competition in advertising, that is like Mad Men Rule #1! Doing so only solidifies the people using your competition against you. Rarely will someone ever switch to another product when someone tells you the product you're using sucks.
This is why Apple historically failed to capture any of the PC market with ads like "I'm a Mac and I'm a PC" because most PC users thought Mac users were simply douchebags like Justin Long or drugged out teenaged girls.
It is more historically accurate to claim Samsung is copying Apple's traditional advertising style then to say that Apple has risen above all this.