[joemi]

There are positive and negative aspects to it being a closed system, just as there are positive and negative aspects of Android's open system. Marketing just chose to emphasize the positive aspects. Not really a genius play, IMO, that's just what any marketing team does.

[theturtletalks]

Good point, but iOS was a closed system from the get-go and this was seen a drawback of iOS back then. The privacy focused marketing started 3-4 years ago.