Perhaps Apple should issue a warning with their phones that they cannot be placed in pockets, if so it is down to the owners risk. Does sound bizarre that this could be a scenarion for a portable device but I suppose there are some phones you cannot hold as you like for them to work.
Does seem a little harsh to blame consumers for damaging a mobile phone by placing it in a pocket!! but if customers are happy to take responsibility I suppose they are saving Apple money by doing so.
Those pesky tabloid journos though should be punished for raising awareness on this. I think it is a cheek without at least 5 million boomerang phones being discovered, I bet it was that Washington Post again, scoundrels.