You may have noticed that Apple has become a bit more direct when commenting on the competition, recently. For a long time, Apple refused to directly comment or even mention that competition existed, but Apple's head of marketing Phil Schiller
was quite direct when commenting on the Samsung Galaxy S 4. And, at least one former Apple exec was not impressed.
The former exec is Jean-Louis Gassée who was the head of the Macintosh team at Apple during the John Sculley years, and started the project that eventually became the Newton. Monsieur Gassée was apparently not impressed with the fearmongering that Schiller did following Samsung's announcement. Monsieur Gassée wrote in a column:
Attacking competitors, pointing to their weaknesses, and trumpeting one’s achievements is better done by hired media assassins. A company, directly or through a PR firm, engages oft-quoted consultants who provide the required third-party stats, barbs, and encomiums. This isn’t theorizing, I once was a director at a company, one of many, that used such an arrangement to good effect.
Gassée went on to say that Apple was "losing the war of words", and that "others have seized the opportunity to drive the narrative." Quite strong words from a former Apple exec.