If it's not a strategic case of marketing apple as being so secure with data, why go on TV? Why not lay low and let it go through the courts.
Think about it - it's the FBI that has chosen the battleground for this issue. They've chosen the least sympathetic suspect possible. And whaddya know, after the precedent is set for this case, they've literally got a dozen other cases waiting in the wings. Look at how the FBI goes on about "think about the victims' families". I do believe the feds genuinely care about safety, justice, and stopping ISIS. But I also believe they're capable of simultaneously playing their best emotional, PR hand in obtaining these powers.
Why in the world would this be marketing by Apple?
TIM: We need a new marketing scheme, y'all.
EDDY: I liked "I'm a Mac" and "Shot on iPhone 6".
PHIL: How about "Apple: Standing Up for ISIS?"
TIM: Let's do it!
This is a battle for public perception as well as a legal one. Once this precedent is set, there's no going back for Apple. I don't blame them one bit for raising the red flag publicly to let us all know about what's going on so we can discuss this as a society.