I agree with Eric - the Tide claim is completely fair and above-board. I don't assume they're referring to their competitors.

(But good catch with the iPhone. The New York Times made the same point in their review.)

Also - scir91 is completely wrong. Tide is constantly improving their formula (and in fact, frequently advertises said changes to their formula). I don't think consumers have the same attachment to Tide's chemical makeup that they do to Coke or Colonel Sander's recipe.