Several people here are referencing a YouTube video made by a guy "testing" an AW. He's got some neat devices too. "Send me stuff", it says in "about" on YouTube. He may be trained on how to use these tools and conduct testing. Or not. No statement about qualifications. All we know is what he says: he enjoys this kind of thing, gets paid for it. And he likes to fix things. No problem, that's fine.
On the other hand, there is a larger organization has been professionally testing things since 1936. They seem to know what they're doing too. They follow consistent and established testing protocols, and employ engineers and other experts. While they're not perfect, they do enjoy a pretty good reputation for unbiased work.
Here's what they said after scientifically testing the AW sapphire and glass watches:
"So how did Apple's watches fare? The sapphire crystal performed as expected, which is to say very well. It survived a 9-rated pick from our kit. The Apple Watch Sport (aluminum) made it up to a 7-rated pick without damage, but was scratched by an 8-rated pick."
That's from Consumer Reports.
Nothing against Henry and other folks making YouTube video's. Maybe just me, but I put a lot more stock in what CR has to say, especially on things that are not subjective, and have been determined by using scientifically valid protocols.
Another factor to consider when balancing POV's on this topic is the FTC. While I'm sure Apple like many manufactures get away with some things, and might sometimes imply things that may be a stretch, they do so at a risk. If they are found to be advertising falsely, misleading consumers, or outright lying, they might be caught and prosecuted. Even being subject to investigation can cause significant damage to their "good will", which has a value. Good will for Apple has a high value; damaged can cost millions if not billions in revenue.
Many have discussed this topic, and one thing that seems to account for many of the scratches on AW sapphire is the AR coating. Just as with traditional watches with AR coatings, the coating can scratch. There are reports that Apple's specific coating may degrade over time. Some people have reported their "scratches" disappear after the whole coating wears off.
Comparing "scratches" on an AW, with an AR coating, to a watch with no AR coating, is misleading. AR scratches on traditional watches also don't look nice either. Many traditional watch owners prefer non AR coated watches for this reason, even though it makes the watch harder to read in bright sunlight and other lighting conditions.
Another thing that may cause "scratches" is micro-cracks. Some people report this. A possible cause is pressing too hard on the screen to use the pressure sensitive features. If the sapphire is very thin, which may be required to allow touch sensitivity, this could be a root cause. Sapphire, while very hard, is also brittle. It has little to no flex. Real watches used for professional diving most often use plexiglass rather than sapphire because sapphire can shatter, especially under pressure ... as in diving... from a modest hit. Most Seiko divers still use Hardex, their proprietary plexiglass.
It is highly unlikely that Apple is either outright lying, or using "inferior" sapphire. The risk is simply not worth any cost savings.
The most likely explanation is that the vast majority of "scratches" on AW sapphire are not on the sapphire, but in the AR coating. That may not help much: they're noticeable, especially to the wearer. So they are equally disappointing as a real scratch: they cannot be buffed or polished out.
I don't see any vast Apple conspiracy.