This is Jony Ive, he's the Senior Vice President of Design at Apple.
What Apple have is what all their rivals envy and crave for. A ridiculously large, ridiculously loyal, and ridiculously clueless consumer base that will worship Apple products, and buy them religiously, no matter how crap they are.
This allows them to make stupid introduction videos like this one for their new products. They love to shove this man in a room, and make him subtly say 'we know you'l buy our crap anyway so we shit out anything we can think of'.
Apple take their consumer base for granted; only they can get away with saying stuff like 'the Iphone 5C is a distillation of what people love about the Iphone 5' and claim that an Iphone is an experience rather than a frikin' phone. I was shocked when my first Iphone's antenna defaulted for no reason and I had to get it replaced. I guess it must just be part of the experience.
The Senior Vice President for Software Engineering says in the video that the 5C is 'built on a foundation of features that people know and love'. That's why I was shocked when my phone decided to delete all my contacts for no reason whatsoever. But judging by the number of Iphone users on the internet complaining about the same software malfunction, this must be one of those lovable features?
Apple love to whitewash their flawed products because they know that's all they need to do to make their religious cult go out and buy whatever new crap they have to sell. But eventually, if they don't fix these small problems that often occur, people are going to get fed up, and polishing the turd will no longer work for them. This marketing strategy will stop working eventually.
They need to stop taking their cult consumer base for granted and stop claiming each product is even more perfect than the last before I just can't take it and die.