Cupertino, though, isn't above its own mockery of rivals.
Having greeted the Samsung Galaxy S9 with a series of ads suggesting it's far inferior to iPhone X, Apple's just released two ads with digs at Android.
Of course, they don't mention Android by name. But whom do you think is being mocked here? The Windows Phone store?
In one of the new ads, Apple suggests Google's Play store is, well, insecure and even combustible.
Whereas Apple's app store apparently has a beautiful big wall all around it.
Google didn't immediately respond to a request for comment.
In the second ad, Apple wants you to believe that its Portrait Lighting feature -- which uses the iPhone 8 Plus' and iPhone X's dual cameras to make professional-looking portraits -- is coveted by those who pose for pictures in Android phones.