And the good kind of advertising, because it's accurate. Apple did the hard engineering work across their entire software and hardware stack because they knew it was important.

They didn't settle for good enough.

They didn't weasel out of it by blaming "ease of use" concerns.

They didn't argue that maximum security wasn't a high priority for their customers.

They didn't deploy marketing slogans to pretend like they had done the hard engineering work. (cough Knox cough)