The big issue that Apple faces is that when they market their product as perfection... even the slightest issue becomes a potentially big catastrophe. They are

The big issue that Apple faces is that when they market their product as perfection... even the slightest issue becomes a potentially big catastrophe. They are a victim of their own success in convincing people to have unrealistic expectations. This is even before you consider engineering issues like making the unibody too thin to withstand normal stresses that smartphones face every day.