It wasn't Apple, it was some employee who like all of us, probably had a bit too much to drink and left his phone. Or maybe it got pick pocketed? Honestly, this only a recent occurrence because Apple iPhones are small enough to forget, unlike laptops, and people actually care about them, unlike the latest ipod nano/mini/shuffle/touch.
And it's only happened twice in a period of what? 4 years of iPhones?