We're not talking 15 years here. 2 years.
As a perfect example, they're likely on the hook for many millions of dollars of repairs with this issue in the article in the EU. In the US, only the people that had the problem early on or bought the extended warranty are covered. There ain't no free lunch.
They come to Europe to sell phones and we demand that they compete on the same terms as anyone else here.
Edit:
> they're likely on the hook for many millions of dollars of repairs with this issue in the article in the EU.
They can expect no mercy ;-)
They are big enough that they should know about key concepts like QA, continuous improvement and insurance.
Additionally letting Apple (and other big companies)[0] clean up their own mess creates a perfectly aligned incentive to avoid messing with consumers again.
Edit: clarify
[0]: I actually like big companies. It's mostly just when they, -in spite of massive profits, do stupid things e.g: like whining against basic worker or consumer protection etc that they annoy me.
http://www.aph.gov.au/Parliamentary_Business/Committees/Hous...
Warranties (sections 3.24 to 3.27) are mentioned as one of many factors.