The iPhone is so mainstream and common I don't see how this could be true amongst the adult population at least (young people might be a different story, but young people do all kinds of idiotic things to appear cool).
That said, I kind of do agree with your general unhappiness with the way Apple sometimes presents itself. Not so much with their keynotes and such (which for their purpose, I think are appropriate), but more with some of their advertising. For example, I hated the "I'm a Mac, I'm a PC" advertising -- it reinforced the Apple-using-douchebag stereotype. The absolutely worse in my memory is the "If you don't have an iPhone, well, you don't have an iPhone" ads -- the guy sounded like such an arrogant douche, I wanted to pull him out of the TV and punch him in the face for acting that way (and I own an iPhone). These ads just breed hatred for Apple users, and I've seen the consequence of this in action.
It isn't all bad, though, some of their ads are great -- especially the ones that are basically just demos on how to use their products.