The part of the “general purpose computer” that Apple does not display in its iPhone marketing is the “computer” part including the original “there’s an app for that” commercial. Arguably also the “general purpose” part in that a general purpose computer will run any calculable task, and App Store + OS policies prevent this or at least make it difficult and the messaging around this also comes out of their crack marketing team. Feet to the fire, Apple would probably call iPhones pachinko machines before they ever called them general purpose computers in any part of their marketing.