If products speak for themselves, Apple wouldn't have gotten where it is today. Neither would have Microsoft. Of course, nothing to back it up screws you too, so it's a combination of the 2 that is needed for your product to be selling.
Nokia needs to be in the fray fighting for dear life. And throwing a few dirty punches here and there when the other companies aren't playing exactly fair is part of the deal now, like it or not. Besides, although some punches are a little unnecessary, like Nokia's statement on HTC, some are needed, like the Maps comparison. Shows up Apple totally and has a good comparison with Google's system too.