They used "optical quality" in the keynote, many times. Possibly confusing but acceptable.
But on their website they just call it Telephoto, never say "optical-quality", and if you go to the specifications, it just says it's an "optical zoom".
I think the key thing is the term "lens" is never used. I would certainly agree if anywhere it was mentioned of a 2x lens or telephoto lens, and yes using the term "optical quality" may rub people (such as yourself) the wrong way, but that is marketing plain and simple. Do you get equally upset to things boasting "military grade" because as someone who has served in the military...do you know how many different mil specs there are? so by a company labeling something as military grade they can basically pick and choose a specific mil spec that was used and just meet/exceed that. Do you also get upset with things like "#1 dentist recommended" or any of the other catchy marketing terms.
If you really want to label something as a scam such as the 2x being "optical quality", then somehow you will have to get you an iPhone that has an actual 2x lens and test it, but that is probably what Apple engineers tested.
If anything this is what I would be more upset over since I just went over the the Apple website "Now you can choose your default Main camera lens —
24 mm, 28 mm, or 35 mm — all without having to carry around extra gear. That’s the power of computational photography."
In the above I would be more irritated that it states "choose your default Main camera lens" when you are not actually changing lenses, but cropping into the sensor. This is where maybe the term "lens equivalent" should be used, if someone were to want to nit pick.
Going back to the topic at hand... in the Apple webpage it does state "It also lets you scoot in closer with an additional 2x Telephoto. The new Photonic Engine combines the best pixels from a super‑high‑resolution image with another that’s optimized for light capture. So
you automatically get 24MP photos — that’s twice the resolution than before — for everyday shots with extra detail."
Since this right below the mention of 48MP, it is basically explained that you get half the resolution for the 2x, but 2x the resolution from previous models