Apple is walking a fine line right now with its sudden defensive iPhone marketing. It risks becoming uncool.
Apple has been suddenly quite loud defending the iPhone against Android. Apple's marketing chief Phil Schiller slammed Android in interviews ahead of the Galaxy S4 launch and now Apple has also launched a mini-site called "Why iPhone" that is touting the iPhone as unique: "There's iPhone. And then there's everything else."
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This marketing strategy is risky. Before iPhone owners and fans did the marketing for Apple. If Apple is now talking for its fans it could backfire. A silent Apple definitely looked stronger than Apple talking up the iPhone over its competition.
Apple should go back to focus on spinning the products - you know the whole magic talk and just ignore the competition.