Misleading explanation of Retina display

On Apple's "Why iPhone" page:

The Retina display on iPhone ushered in the era of super-high-resolution displays. Its pixel density is so high, your eye can’t distinguish individual pixels. The images and words are amazingly vivid and crisp. Everything just looks so real. In fact, once you see a Retina display, you’re never satisfied with anything less. Yet it remains a feature found only on iPhone and other Apple products.

I think it's quite obvious that the "Retina" branding isn't just about pixel density. It's about colour accuracy, brightness, viewing angles, contrast ratio, and glare - factors other than ppi that contribute to the general quality of a display. And the 4 inch Retina display on iPhone really excels in all areas. In fact, every iPhone 5 display is individually calibrated. So it's valid for Apple to say that it's the only feature found in Apple products because really no other display excels in all areas. But the way Apple describes really does make it feel like pixel density is the only important thing, which is completely wrong as competitors have higher ppi displays.

Why do you think Apple described it this way? Personally, I think Apple kinda didn't want to use technical jargons that will confuse an average consumer. Many consumers know about resolution and pixel density, so I think Apple tried to keep things typically simple for the user. All Apple wants consumers to know is that iPhone 5 has a terrific display... so it doesn't really matter for an average user how it is terrific. But seriously, what do you guys think?