I know the PR game sadly. Apple and Tim display a level of heartfelt sincerity that I don't believe can be contrived, conceived or planned, unlike Samsung and the self-driving car people and their lovely Eric (who has being dead to me since the sick reference to google being still run by its founders)
I admired they're early innovation (agreements with GE and others seemed panicky). Was tempted to purchase a kit last year but held off after Nest. At 200 million they must be starved of cash flow or innovation.
HomeKit + Phillips + Others + World = Bingo Jingo. And 200 million could buy one hell of nice ad campaign.