And that's why I buy Apple refurbs.
The huge difference is, I am intentionally buying a refurb for a lower price... not being given one to replace a higher priced brand new unit that fails in the first few days.
Imagine if the Apple store called you up a week after you got your new iPhone, and said "Bring it back in, we want to swap yours for one that we got as a return from someone else. Don't worry, we shined it up." Would you want that? That's what getting a refurb as a replacement is like.
I understand what you are saying--that being a brand new iPhone being returned within the 30 day window should be replaced with another new retail boxed unit. I guess I agree in principle--but I think the current policy is an *overall* win.
This actually happened to me once. I went in with a defective new iPhone within the return window and got a refurb in its place which was perfect. At first I was a little miffed until I realized the refurb didn't have the cosmetic blemishes that my "new" unit came with out of the box. I think this policy allows Apple to be very liberal about iPhone repairs/exchanges--which is great. Every time I've walked into a store just to ask a genius how to fix what I believed was a software glitch they've not bothered and just swapped it out--kind of hilarious actually.
"Can you help me get rid of that tint on my screen" SWAP
"My phone freezes, can you help me restore it?" SWAP
"I had a dream that I dropped my iPhone, will you hold me?" SWAP
(Ok, that last one was not true. lol)
The last time I went in and it was my fault--I water damaged my iPhone and expected to pay for the refurb. Nope, out came the black box and it was swapped out for free.