I'm saying you don't talk to your kids the way you talk to your friends. Context matters. In a context where Apple must talk about the competitors, they do. In

I'm saying you don't talk to your kids the way you talk to your friends. Context matters. In a context where Apple must talk about the competitors, they do. In contexts where they don't, they don't bring it up. In presenting their lineup to consumers, they will absolutely never say "this is our answer to the Google X" when they could instead say "this is a bigger/smaller/'magical new' Apple Y."