You may think it's "marketing mantra" if you're unaware of the technical differences. But compare, say, Apple's Secure Enclave with Host Card Emulation. Apple's design is just more secure. http://www.tomshardware.com/news/host-card-emulation-secure-...

I certainly don't understand characterizing iOS's security model as "ordinary." For example, it encrypts using a separate coprocessor running an entirely separate OS, that is protected against even an iOS kernel exploit. That's definitely not an ordinary design!