lol, Apple should have been aware that people treat their personal property like SH*T?!
You should see the condition people bring their iPhones in at the Apple Store. Scratched, bent, shattered, dropped in toilets, slammed in car doors, dropped down stairs...you name it. Worked there for 6 years and it never ceased to amaze me how utterly careless people are with their phones. Then it breaks and they blame Apple for it. People think an iPhone is just a $200 phone still for Christ's sake...
Meanwhile I look at my 2+ year old phone with hardly a scratch on it. Folks, be aware of the $800 touchscreen computer in your pocket! Don't put it with your keys. Don't set it down on the table next to a glass of water. Don't hold it in your hand with a bunch of other stuff as you get out of the car. Stop for a second and THINK