Even if their product is inferior ? As samcraig said - it is subjective and at the end of the day, the proof is in the pudding .. If you are company A and you think company B's products are inferior, why do you care ? You got nothing to worry about. If you think it is wrong for them to try to destroy Apple on the market - then clearly you don't know what competition is. Let's face it, the best way to react - if you are afraid on losing out on the market because of their products or advertising - step it up .. Don't just sit still. Either provide what people wants or stick to your guns and stop moaning.
And of course they would, I am sure Apple is trying this too - now it is just less obvious then it was in the eighties or nineties .. Bear in mind, just because there aren't any internal documents from Apple saying the same thing, it doesn't mean they don't exist .. I mean for crying out loud, a lot of Apple employees don't even know what they are working on because it is all a big secret. Maybe Apple was just clever enough not to put the "We are going to destroy Apple" memo in writing.
But I don't blame you. And I don't care. I wouldn't expect anything less but defensive Apple fans on an Apple / Mac related forum