To be fair, I think Swift does have a reasonable selling point in that it's an easy-to-write language with ADT's, named function parameters and excellent nullability handling. It really can be quite nice to work with.

But I think it's over-sold as a systems/low-level language. Relying on ARC for all reference types creates a significant floor in terms of performance which makes it unsuitable for a lot of systems programming applications - unless you resort to unsafe Swift, in which case you're not really writing Swift.