Apple Inc and Apple Developer are the same company, with the same aims, to I would assume sell more Apple products...
So if Apple Inc, the spaceship, Tim Cook was serious about Swift, I cannot see how they are serious about Swift or Coding in general, then they would make access as easy as possible, not as difficult as possible.
You see, the greater the access to code, the greater the chance that "coder" would invest in the tech they are wanting to code for, so cross promoting is key, your argument is exactly what Tim Cook is doing, that is killing any hope of people getting into coding...
Apple Inc harps on about this concept "everyone can code" that means not limited to 0.01% of the population, that means young and old, those with PHD's from MIT and those that have just a school leavers certificate..
The point Apple has missed is the word "everyone" what is meant by "everyone"??? Why is Swift hidden, is Apple embarrassed by Swift and Everyone can code?? I would say yes, as the information is hidden, there is no promotion of any material by Apple..
To take this to the logical end, the every ipad unveiled at this Chicago event does not mention anywhere on that website of the 9,7 inch ipad Swift or coding...Apple used coding to reveal it, and yet the website created does not mention coding or Swift??? Why??? I will tell you why, Apple has abandoned Swift and coding for everyone!