Those chips look too thick to be a coating.
If they're grooved and when you run over them with your fingers are hard, it's probably the surface of the sapphire. Did you lean against a concrete wall or something abrasive like that? A aggregate material like that can contain small fragments that are harder than sapphire and with pressure would cause damage. That's kind of what it looks like, but I can't really tell from the shot.
If not, I suggest you polish the hell out of it and see if they start to dissipate.
If they're grooved and when you run over them with your fingers are hard, it's probably the surface of the sapphire. Did you lean against a concrete wall or something abrasive like that? A aggregate material like that can contain small fragments that are harder than sapphire and with pressure would cause damage. That's kind of what it looks like, but I can't really tell from the shot.
If not, I suggest you polish the hell out of it and see if they start to dissipate.