Apple doesn't mention Microsoft in any of their keynotes (unless it's to slam them). Why would you lend the competition any kind of credibility or give them any

Apple doesn't mention Microsoft in any of their keynotes (unless it's to slam them). Why would you lend the competition any kind of credibility or give them any of your audience's mind space by mentioning them? The Build conference is about the Microsoft tools not about the "other tablets" they happen to mention by way of comparison.