When you buy a new iPhone the salesperson offers you the option of AppleCare Extended Warranty for the device for $129 for 2 years. Same as they always did.
But now there is a difference. Included in the deal is up to 2 incidents of accidental damage replacement! This mean if you drop it down the loo – as people are wont to do – you get a new one. Progress of sorts.
Now take a look at this video. It's a group of people who do tests on new phones.
This is their standard Drop Test where they drop the phone from waist high onto a hard floor and record the results. It is dropped on front, back and edge on. Ouch.
The new iPhone 6 and 6 Plus came though still working if slightly scuffed. Perhaps it's the lightness of the new phone that prevents damage and makes the warranty feasible for Apple.