Then let's just take a random flagship device:
https://www.samsung.com/us/smartphones/galaxy-s26/The only "secure" stuff I see in there is for local AI stuff, encrypted folders, and securely managing other devices. Nothing at all about hardware security or updates or anything that Google has been adding to Android (which imo they're fair to claim! but nearly none do).
iPhones are similar: https://www.apple.com/iphone-18-pro/ they have a small card to see Apple's general privacy policy near the bottom, but other mentions are stuff on the level of "it supports WiFi with passwords".
While there's tons about AI, cameras, and speed. Because those sell better.
Which is far beyond "a trend" and approaching "a truism" for phone sales pages. I challenge you to show even a single large-market-share phone sales page that makes a device security claim (niche ones do! but they're niche), outside Pixels. The very first one I visited demonstrated my point just fine, as did the second.
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Pixels actually do make some claims ("7 years of updates", Titan chip, etc https://store.google.com/product/pixel_11_pro?hl=en-US) and Graphene routinely holds them up as the sole manufacturer doing a good job (now hopefully two manufacturers, for at least some products). Others really do stand out starkly against even that ankle-high bar.