The reason why Apple brags about the strength of their phones is because it's a PR talking point that they can use to sell phones over other brands that aren't as sturdy. In the marketplace, "product toughness" is a symbol of "product quality." Nobody wants to be spending hundreds of dollars (often over $1000) for a product that they don't have confidence was built really well. Trust me...Apple is fully aware that the overwhelming majority of their customers are using phone cases....which does factor into their design decisions. They even sell their own cases! LOL...Yeah, I get that I'm not the typical person. For various reasons of our own my wife and I are not fond of having pictures taken. We've made the obligatory photos of our kids at the milestones of their lives of course - but we were all there, so there's never been much call to sit around looking at pictures. My son in particular hates his picture being taken even more than we do, but all of us do not care for it.
And I understand and have admitted in other threads that there are technical reasons for why a camera setup of that quality does not sit flush to the housing. I've accepted that - but I don't have to like it.
As to cases…
There's a recent Apple commercial where a phone is left on a counter while on silent. It's ringing and vibrating and eventually falls off the counter. It has no case on it. Apple's tagline for the commercial is not to worry because 'ceramic shield'. Some reporter picked up and that and his article states that perhaps Apple is openly suggesting that cases aren't necessary.
The reporter supports his claim by asking the reader how many Apple execs do you see with their iPhones in a case.
Now I've seen the commercial and I think that reporter's story is clickbait which is why I'm not linking to it. But it does make me think. Further. I don't believe that Apple designs their iPhones in regards to cases. They've always stated that their design stands on it's own. So while they won't design a phone to appease me - likewise, they aren't going to design a phone with a case in mind to appease the other 80 percent. Right now, it just happens to be what it is. The moment Apple figures out the technical issues and decides to make the camera flush to the housing I do not foresee an outcry from case users who want their camera bump back because it looks great in a case! Case users will just move on and slap the phone in another case.
PS. My wife is the only one of us four that uses a case and she's dedicated. Otterbox all the way. I've had to force a case on my daughter because…brand new phone…and her last phone was in great condition when I gave it to her. It's not now.
So despite grumbling about the camera bump and cases, it's yet to be a zero sum game for me.
The reason why Apple doesn't worry about the camera bump hurting them is because they know that most people will get a case that levels it out anyway. Of course nobody is going to complain when the bump goes away....but I also don't think most people care that it exists right now. Once all of those people put their cases on, it takes it away.