Below is a link to an interesting article discussing Apple's advertising volley in the ongoing war between Verizon and AT&T.
The article makes an excellent point. What AT&T needs to do, which Apple does, is explain WHY it's product/service is better, not just argue that it is.
This is a larger problem of mind think at the new AT&T which still thinks like the old AT&T. It thinks it can win any war in the marketplace simply by dominating market share and saturating the airwaves with ads, rather than focusing on offering something better.