The claim was that "Apple isn't trying to compete with anyone".
"Promoting your product" is competitive.
No, it isn't. What if your product has no competition? You are merely trying to get attention of the customers for your product. For example, the California Milk Board promotes the consumption of milk. . . and milk producers are prohibited from advertising their individual makes. When the phone company was a monopoly, they still promoted their services.
When a new product is introduced, totally unique, such as a new drug with no comparative treatment, they will advertise to let patients and doctors know about the treatment.
Your conclusion is erroneous. There is informative commercials. . . and promotion that is not "competitive."
Let me see, remember “DOS isn't done, until Lotus won't run”, or “Choke off Netscapes airsupply”, or the famous AARD code in Windows 3.1? MS has NEVER liked competition, they have gone out of the way to be non-competitive.
And don't forget MS invented vaporware.
Samsung has been following Apple for many years, Swordmaker has posted all the evidence about Samsung trying to copy everything about the iPhone. Apple sued and won.
Like I have said before Apple isn't trying to compete with any one, they are simply building a better product and letting the market decide.