This is the exact same behaviour that drove me away from Apple 10 years ago: First deny existance of issue, second place blame on customer, third force customer into a generic replacement script of parts in accending order of price. Repeat until customer does not return out of frustration, accepts the broken product or is pushed out of warrantee.
I think this strategy worked for them on average when hardware design flaws were less frequent, it maintained their facade of absolute perfection at the cost of a few lucid customers... but it leaves a particularly sour taste for those whom it does affect, and I think they are fast approaching the threshold where it will backfire and destroy their image.
At this stage denying the existence of these types of problems is an insult to anyones intelligence, deep technical literacy is not required - Anyone who buys Apple products for more than beholding their aesthetic beauty can see the simple truth in this case: that it is broken.