To be fair to Apple, they've yet to have a phone routinely catch fire and/or explode on people. Compare to Samsung, who initially tried to ignore the fact that replacement phones from their recall were also exploding, and one of their employees accidentally sent an internal SMS to a person who was calling support to report his phone exploding with the following text:
"Just now got this. I can try and slow him down if we think it will matter, or we just let him do what he keeps threatening to do and see if he does it."
Comparing the response of a company's phone bending versus another company's phones exploding is reaching.