Facepalms all around, right?
But now everyone's begging for pics. It's the talk of the town, and it's not even released yet.
I don't see anyone trying to counterfeit Samsung or Moto gear.
The iPhone is *the* device to have and which garners all the publicity. Every competing device (and some which prima facie are not) and the kitchen sink is compared to it, measured against it.
Samsung loses their stuff in a bar. Nothing happens. Apple does it, and everyone is all over it. It rules the news and gives rise to all kinds of breathless speculation until release.