It seems that Apple is stealthily responding to the barrage of bad press it has been receiving recently after its stock price started plunging in Q4 last year, and after the earnings report in January where it gave a relatively weak guidance for the first quarter.
The company is usually pretty nonchalant about writings and opinion pieces, as this is heavily ingrained in its culture of commitment to "do the best products," and let the results speak for themselves, which made it hit the largest market cap company status with the iPhone and iPad franchises at a point.
Now the PR team over at Cupertino seems to be more proactive than usual, issuing press releases heralding a fairly minor bug-fix iOS 6.1 update, and, as WSJ reports, sending a third party study to the media that predicts Apple will be in the enterprise what Microsoft is now as soon as next year.
All of this combined might be taken as proof that Apple is now seeking for its part of the story to be heard, too, diverting a bit from the usual complete silence over its plans or achievements - it probably has to do with Tim Cook being at the helm, as he's show a few times already to manage more openly and reactively than Steve Jobs.
It's hard to keep pushing from Apple's top, and you can afford a slip or two with so many billions of cash in the bank, yet it's this year's products that will show the true direction Apple will be taking from now on, and the game is definitely heated.