I'm sure Cook believes what he's saying, but the real marketing strategy here isn't "crypto versus plaintext"; it's "consumer product company" versus "online service provider".
Seen through this lens, there's an argument that what Cook is doing is counterproductive. He's making an argument that Google can't sign on to, and using crypto as a wedge to drive the argument home. "Be a consumer product company, because then you can protect users with crypto".
Also: the kind of encryption that Apple is really making a stand for? They do a better job of it than Android, but Android provides the same encryption: what scares the USG about Apple is that iPhones are locked by default, and when they're locked, they can't be imaged easily. That's true of Google's phones as well.
Meanwhile, Google is doing a much better job of securing browser crypto than Apple is; Apple is almost an obstacle to better browser crypto.
If you want secure messaging, you need to be using OTR or Signal. Apple isn't really helping you here.
edit: Microsoft, Apple, Google, they all need to step up their game and make their case in public. Apple's not perfect but they're slightly ahead of the other two major OS vendors here.
Everybody can step up their game, I absolutely agree there.
Their use of TLS is like an amateur's use of XOR - a secure primitive in a very narrow context that ignores the big picture. Google is the type of backdoor the skinjobs are grooming us to accept.
I think it's only a matter of time until Apple Inc lands on "Game Over", but Google is playing an entirely different game.
Because some people need it explicitly stated.
Google can't show relevant ads for content they cannot read. Nor can they index it.
That's only true if Google is unwilling to trade ad revenue for subscription revenue. Google Apps for Work is a product area where Google is making that trade-off, and is presumably not cannibalizing their ad business. There is no reason Google can't offer a consumer-friendly subscription service that would be unbreakably private at similar pricing.