It is, but there are practical limits to that. We don't usually expect companies to highlight things about their products that some people might not like, we just expect them to not lie. Obviously they omit much, but omissions aren't inherently nefarious or misleading (I know you're not saying that), so we're talking about something(s) more specific than that. What should Apple be expected to make clear about their products that they aren't currently?
If Apple markets this ethically they won't mislead people into thinking this is a general-purpose computer.
Isn't it though? In the sense of 'tasks you can perform' or 'purposes you can use it for', it seems quite general. It has limitations in terms of what is available from the store, but how would you convey those to limitations to someone as being distinct from obvious limitations like how the lack of a camera prevents you from taking pictures with it?
I'm not sure if that's a clear question, but I ask because it seems to me that people with a less detailed understanding about how these things work tend to view software limitations as being just as real as hardware limitations, and that whether it allows them to accomplish the tasks they want to perform or not is vastly more meaningful to them than their control over how it does so. I just don't get the sense that people will be disappointed.