edit: it is a serious question - why does the word 'deceptive' apply? Can this not be another Android vs. Apple thing (I do not own either kind of phone)?
Another argument could be that, by selling inferior wares that look like Apple's stuff, consumers would start to think that Apple's phones are inferior. For example, you meet your friend and spot him with this black phone. In casual talk, he mentions that it isn't as good as it looks. A month later, you are looking for a new phone, and someone shows you an iPhone. Not having looked closely at your friend's phone, you may be steered away from buying an iPhone.
A third argument is that Apple spends a lot of effort and money to make their devices appear hip/cool/attractive. A clone-maker benefits from Apple's work. He does not need to advertise its wares as much as someone who makes original wares would.
Neither of these arguments are new; they are also used when people sell e.g. Bolex watches that look like those of that other brand.
Yes, that's what Apple are suggesting. FWIW I can offer you some anecdotal evidence. Shortly after the original Galaxy S (GT-I9000) was released, my partner (who was by then using Android) saw the advert for it and said "crikey, that's a bit close to the bone, isn't it?" refering to it's similarity to the iPhone. She said this before any of the brouha-ha had started. Again it's purely anecdotal so take it at face value.
Anyway, if you compare for e.g. a Galaxy Ace with an iPhone there is quite a lot of similarity in the size. shape, dimensions etc.
None of this is to say that Samsung was trying to 'deceive' anyone. What is worth considering is that iPhone was the trendsetter in the market and in a time when every new phone was being compared to iPhone a device which looks so similar is bound to raise questions of such nature.
In you look at the S in almost all cases where there was a decision point in the design process, the decision was duplicate what the iPhone did. When you have things like the corner ratios being substantially similar, the edging being substantially similar, even the power adaptor and cord being substantially similar then its well over the line "inspired by" line and into "we copied it" terrain.
Hence why one company is being sued for design patents and the other isn't.
The sad thing is with the Galaxy s3 Samsung have shown that they can produce a distinctive phone with its own design language. With the s1 it seems that they went out of their way not to do this.