Not sure I agree with this. I feel like iOS as a brand is loved by many and is a huge appeal for iPhones. In fact some people by iPhones almost primarily because of iOS

Don't get me wrong, I'm not saying the iOS brand isn't loved, hell I love it, I'm just saying it's not advertised. At least not to the public. The power of iOS is show through it's apps. There is marketing material if you go to the dev portal or something like that, but there are no iOS commercials.

Everything else you said, we're on the same page.