It's not just Apple. Corporations routinely use the language of an implied elite to differentiate their product. Apple have just been doing it for longer. Saying "Hey, our product is the coolest" is hardly a new way of doing things.
If I was going to point a finger at Apple for creating a "class divide" where it really did the most damage was when Jobs introduced HTML5/standards versus Flash warfare to the consuming public, one of the most disturbing uses of aligning your customers with a cause in corporate warfare.
It muddled the debate and did significant damage to the fabric of the web, prematurely bringing to the forefront a technology that has not in any way improved anyone's lives other than corporations, though you still see people talk of Steve's assessment like it's gospel, even you +Mike Elgan
. All this cry for standards compliance, yet here we are, with native applications utterly wiping the floor with web standards based apps, further locking you into the native platform. Not truth, corporate strategy.