To be fair Apple takes cheap shots at them all the time. Both companies have a long history of taking pokes at each other.

The outrage among their fans is always entertaining, but people should remember that "Apple" and "Microsoft" aren't people that are talking mean about each other. They are companies that sell products. They are going to advocate for their products vigorously. Shocking.

The emotion that gets wrapped up in these arguments is a little creepy. It's really a sign of how marketing has been internalized by some people. (Including the people at MS and Apple.)