I think that you're misunderstanding his point. He doesn't mean to compare the scales of the problem; he's pointing out that if many people think that there's a

I think that you're misunderstanding his point. He doesn't mean to compare the scales of the problem; he's pointing out that if many people think that there's a problem with your product, you need to take that seriously rather than be dismissive about it. That's regardless of what the problem is, or how serious it is. No-one's trying to compare the magnitudes of the alegged Toyota problem with the alleged Apple problem, I think.