It's a competitor in the same sense my smart fridge is a competitor. It's a locked down appliance that I'd have to hack to do what I want with.
And if the argument is "well if you don't have high-performance needs and you're just <pejorative about what people use computers for> then why does it matter" the answer is because the battery life is incredible and the thing is unbelievably snappy and responsive.
The PR around apple products is hilarious.
For me though, the primary thing I look for is whether or not I can do with it what I want. More specifically, whether the company that made it is actively trying to prevent me from doing that.
I care about that stuff most of all. I realize I am one of a very few people though. :)
Is that what reviewers are comparing?