I don't see why any of you are worrying tbh. If it's wearing off this quick it's not fit for purpose and you are well within your rights to have it replaced, it's a bloody touch screen phone at the end of the day - so how are Apple going to wriggle out of that one?
Every Mac comes with 90 days of telephone technical support and one year of service coverage at an apple-authorized repair center. By purchasing the AppleCare Protection Plan with your Mac, you can extend your coverage to three years from the computer’s purchase date.
EDIT: I checked the AppleCare site for iPhone and discovered that you are right Hawk! Sorry for my post. Even the Apple store employees have told me that it extends the warranty to 3 years on iPhone. Wow. Thanks for your post. It's still advantageous for the extra year being that I usually upgrade every year anyway.
I'll throw this out there, although it is not exactly the same thing...
In paintball, it's required to wear a mask with a high impact resistant lens. Most of them have a coating over the lens that allows for easy cleaning, similar to the new coating on the iPhone. Generally, even if you play every weekend, it's still only 52 times a year, and out of that, getting hit in the lens will only happen 10% or less of the time.
But after about a year, that coating starts to come off. It flakes, chips ans becomes hazy. This is what I see happening to the coating on the iPhone, and I see it happening in under a years time. All that fingerprint grease, skin oils and crap from your ears is going to take its toll on the coating. even with regular cleaning, the surface will eventually get eaten away under those conditions plus the pressure of a finger doing repetitive motions.
I could be wrong. the coating could be 10 times tougher than what we use on the lenses in paintball. But just one instance being claimed already, and the phone has only been out for a month, leads me to believe that sometime around march next year, there are going to be a lot of people returning their iPhones because the screen is hazy and flaking.