So, Apple behaved like jerks on this one, and are also getting unfairly screwed.
It's obvious that they altered their bar display to make it appear that the signal reception is stronger than it actually is in comparison with other phones. They'd have likely gotten away with it too, if they hadn't shot themselves in the foot by putting the antenna on the outside of the phone.
And while many will complain that this was a terrible design choice, the fact of the matter is, most people are going to use a case with their phone, and the ones who don't are very rarely going to notice an issue if they aren't looking at the number of bars they're getting. That, combined with the fact that this phone does get measurably better reception than previous models makes it ironic that people are screaming about how crappy things are, just at the moment they've gotten better.
Say it was a bad choice if you want to, but I love my phone, haven't had any reception issues at all so far, and would much rather have this sleek design than something bigger and bulkier that made room for an antenna on the inside, just so people wouldn't notice that holding this phone, just like every other phone made, affects reception.