Apple sell a perception: the perception that their product is better than anything else, whether or not it is.
The danger in this is that a perception that the product is in some way faulty - even though it may well be a very minor problem in reality - is more dangerous when a product is merchandised in the way Apple merchandise their products.
Stand back and look at it: a bunch of idiots bent their phones sitting on them; a software release had bugs in it. Not particularly important unless punters bought their products having been brainwashed by Apple's marketing to believe they were the best.