Apple doesn't prioritize reliability because that's not what their subset of upper middle class consumers want in a phone. Toyota doesn't prioritize cost or feature/performance parity because that's not what their subset of upper middle class consumers want in a vehicle.
They both make products that are about as high as you can go in their respective market segments without getting into pure luxury and conspicuous consumption type purchases and refuse to go down-market lest they sully their brand image. In both cases they lather it up with a pretext so buyers don't feel like they're indulging in a luxury purchase. In apple's case they tightly integrate the hardware and software to assure a homogeneous user experience. In Toyota's case they try and dominate the 3rd party rankings on reliability. Of course, when you compare to the "next best" think in their class, like a Google or Samsung flagship phone or a Honda Accord you'll find that the actual difference is razor thin and that not having any "value priced garbage products" is really what's doing the reputational heavy lifting. Not wading into value priced territory is also very useful to the great many of each brand's respective customers who are willing to pay a huge premium to not have to think about it. A Toyota product may be overpriced for it's features/performance but if you just want an A to B appliance in a particular form factor it will do so with minimal maintenance expense. You won't have to waste your precious brainpower thinking about an expensive 100k service or fiddling with some gimmick feature. And on the apple side of things their tight control over the hardware-software combo results in a pretty strong guarantee of a high minimum user experience. If you just want a "nice phone" and don't wanna think about software versions, various flavors of android OS and stuff like that you can simply buy whatever iphone is in your budget? Is it the nicest phone in your budget, no. But you didn't have to waste precious brain-power comparing all the various Android options.
Basically they both charge a premium for products that "just work" and they refuse to get into market niches where they can't do that, much to the benefit of their brand image.
The above applies to North America only. Toyota makes a more diverse set of stuff globally and Apple doesn't dominate the same buyer demographics globally.