clearly apple could do a better job with PR on these issues. There are lots of stories about people calling customer service (or visiting an apple store) with genuine concerns, only to get dismissed like they were idiots. I've had similar experience with my old apple iBook that had documented design issues and apple's 'genius' bar would do nothing but dismiss it as normal wear and tear. they are totally $$$$ driven.
That being said... this journalist is based at a seattle news station known for hack reporting. And if you look her up on facebook you will notice that she has more than a handful of microsoft 'friends'. And she even admits, "We didn't FOIA the iphone records, just ipods. However, it could happen to anything powered by a lithium ion battery."
In other words, she clearly targeted the ipods. It makes some sense from the standpoint that ipods are 70% of the mp3 market. But from a journalistic point of view she has a duty to point out that ANY device using lithium ion batteries carries the exact same risk of overheating and fire.
Even MS points out in their Zune manual, "The Zune device contains a built-in battery, improper use of which may result in explosion. Do not heat,
open, puncture, mutilate, or dispose of the product in fire. Do not leave Zune in direct sunlight for an extended period of time, which could cause melting
or battery damage."