You started by saying "I don't agree" then ended up "Apple needs to state their viewpoints" which is subtly justifying their behavior.
In my opinion, this is an open and shut case of Steve not being honest in his keynote, and he should be called out.
It's especially disappointing to hear this as a fan of Apple as I don't think this kind of reality distortion is necessary given Apple's success. It just makes them look desperate and much lower then their actual position would dictate.