I feel as if this is over-exaggerated. iPhone offers exclusive features between iPhone users, if another user doesn't have an iPhone and an iPhone user attempts to interact with them using an iPhone exclusive feature then they would never understand why it isn't working. Normally text messages appear green, but Apple iMessage is sent via WiFi or an internet connection and appears to be sent as "iMessage" instead of "Text Message." I don't think Apple is bullying anyone at all, they're just setting their products aside from the other ones.