Of course it's relevant, like any company it's based on cost, as far as Apple are concerned very few people are bringing their phones back for return, yes they're losing a bit of face over it but they've sold 2 million+, there's still a backorder, and people are STILL ordering them.
Now weigh that up against the cost of a total recall...
It doesn't add up, they'll take the hit of a few whingers, throw them a free bumper if they complain enough and be done with it.
They'll redesign the 4Gs / 5 slightly so it's not as noticable and that will be that. Anyone wishing for more is living in cloud cuckoo land...