Apple back then and Crapple now

Under the rule of Steve Jobs Apple meant quality. Now it means scratched phones out of the box. Philip Schiller, Apple head of Marketing in Sept 2012 comments the iPhone 5 scratches, says they are normal. 

http://blog.gsmarena.com/apple-head-of-marketing-comments-the-iphone-5-scratches/

Philip Schiller on visible silvery aluminium scratch matks on the back of black out of the box iPhone 5

Any aluminum product may scratch or chip with use, exposing its natural silver color. That is normal.

http://articles.businessinsider.com/2012-01-22/tech/30652107_1_foxconn-iphones-apple-executives

Steve Jobs after carrying iPhone and keys in the same pocket

People would carry their phones in their pockets, Steve said. They would also carry other things in their pockets--like keys. And those things would scratch the screen.And then, with Apple just about to ramp up iPhone production, Steve demanded that the iPhone's screen be replaced with unscratchable glass.
“I want a glass screen," Steve is quoted as saying. "And I want it perfect in six weeks.”