Anyone else find the use of "the Cupertino guys" just odd? What's he trying to achieve by not mentioning Apple? It's not as if anyone interested in the article

Anyone else find the use of "the Cupertino guys" just odd? What's he trying to achieve by not mentioning Apple? It's not as if anyone interested in the article wouldn't know exactly who he's referring to. That said when discussing tablets not sure whether the Seattle guys are Microsoft or Amazon... Otherwise interesting piece - in tone the price pitch feels a lot like Amazon when they talk tablets.