Uh, Apple bashed PCs for years with its Justin Long commercials.
My oh my, how quickly the fan boys forget...
No one forgot. Do you know the difference between trashy and classy? The difference is that even when you disagree with the message you still enjoy watching it. Even though Hodgeman (PC) was snarky, he was still a fun and enjoyable character. He was a bad guy we rooted for.
No one is rooting for the Apple, MS, Kindle people in this commercial and no one is rooting for the snarky Samsung people either.
That's the difference between trashy and classy. Trashing your competitor by making them lovable. Samsung and you do not understand such a subtle sentiment.