Excellent point by Sam Rosenthal on Super Mario Run:

Borrowing a staple from modern console Mario games, each level in Super Mario Run has multiple tiers of coins to collect. The coins fundamentally change the way you navigate the space, and sometimes the space itself changes to accommodate them. A just out of reach coin reminds you about the spin jump’s utility. Former obstacles are recontextualized as potential platforms.

If the game’s initial tutorial feels like a concession to a broader audience, the coins remind us why Nintendo’s game design deserves to be treasured. Even on another company’s platform, in a genre they didn’t invent, they unearth an astonishing amount of surprise and delight.

Collecting all the coins shows how Super Mario Run isn’t just “a runner game for iOS” – it’s a classic Nintendo game. There’s an ingenuity to each level that can only be appreciated by playing to get the harder coins. Seriously – if you think you’ve completed Super Mario Run by clearing all the stages, go back and try to collect all the coins. The game changes quite deeply.

Unfortunately, most people won’t even see the fourth stage. And that’s a shame, because I think Nintendo delivered a lesson in iOS game design that everyone should experience.