They waited over a year before disclosing the vulnerability. Since Apple didn't fix it in that time, they're now relying on negative publicity to pressure Apple

They waited over a year before disclosing the vulnerability. Since Apple didn't fix it in that time, they're now relying on negative publicity to pressure Apple into fixing the issue. And the problem here is that Apple and other companies don't address these vulnerabilities until someone forces their hand. That's why a "marketing campaign" is required, unfortunately.