The idea isn't just to use small claims courts, but to use whatever first level legal venue to seek redress you can find in your area. That might mean small claims courts, or consumer protection bureaus, or binding arbitration. Whatever it is the idea is to coordinate with others to do so in a way that strains the resources of the organization you're fighting against and is in venues that are sympathetic to consumers and are able to make clear judgements with little chance for the opposing side to appeal.
The goal of this isn't to annoy someone, the goal is to seek compensation for their unacceptable behavior and raise awareness of it so that others may do so as well.
With the mindboggling assymetry in resources between a single individual and an entity like Apple or Google it only makes sense for people to team up and coordinate against them.