Apple's advertising may not convey a "smarmy attitude" but Apple takes digs at the competition as much as the next company. They take digs at competitors during their product presentations. As an example, during the iPad 2 announcement, Steve Jobs said something to the effect of "Will 2011 be the year of the copycats?" Also, Phil Schiller pointed out several things he perceived as weaknesses in competing tablets when he unveiled the iPad Mini.
7/21/13 at 9:07am