First off Apple is making it very difficult to return phones, and I can assure you there are LOTS of people in the Apple stores trying to get the phones fixed and threatening to return them.
How about this interesting story...
I was in the Apple store in the "Domain" in Austin, tx. I went in for a phone exchange because I was instructed to do so by Apple tech support on the "chance" that it would fix my drop call problems (and proximity sensor issues). I had 2 case numbers and Apple made the appointment for the visit themselves.
Well, I get there and spend 60 minutes, 15 minutes waiting for help (past my appt time) and 45 minutes talking to the support person while he went to the back 3 times to "get my replacement phone" only to come back out and say "I just want to make sure you understand that after you exchange your phone you cannot ever return it for a refund" and then being unable to show me anything in writing that states that I would lose my contractual rights to a refund if the phone is exchanges in an attempted repair.
That's right, Apple stores are attempting to decieve customers that they cannot return phones if they are exchanged for repair during their 30 day period. They cannot show anything in writing to this affect (because nothing in writing exists) and when pressured they will simply say "oh I know how the system works and it is simply impossible to return an exchanged phone because the serial numbers change". How interesting. But they cannot explain how that can be possible when the exchange work order shows both the original phones serial and the exchange phones serial"
So those of you that claim that no one wants to return their phones should walk into an Apple store and see what they are doing to keep people from doing so. The intimidation (with a pleasant voice) tactics used to stop customers from doing so (since most customers will try an exchange at least once before refunding) is despicable and probably illegal.