I don't think it's a conscious, malicious strategy. Just a reality of manufacturing.
Let's imagine a market where 1,000 people need a widget, with 10 new people per year. You design and develop a 100% reliable widget and quickly sell 1,000 of them (recouping your development costs). You need to sell 10 per year to stay in business. Other companies see your success and rush to market with a less reliable but cheaper widget. No one buys from you since it takes years for reliability issues to surface in your competitors product. You probably don't have enough cash reserves to wait it out. Ergo, you go out of business.
The parent was talking about premium reliability, not all kinds of premium.
The issue is a premium that people can't notice for many years. Apple's phones are not premium in a reliability sense, so are not a good example.
Selling reliability can be a serious problem when nobody will know what's reliable for sure without waiting several years. There's some tricks, like offering a warranty and heavily marketing the reliability, but the consumer still has to reason about the chances the vendor will still exist and be solvent, whether the warranty will be annoying to cash, how honest the vendor will be about allowing claims, etc. Until a company has been around long enough to have a reputation, it can't really get out of that
Let's imagine a market where 1,000 people need a widget, with 10 new people per year. You design and develop a 100% reliable widget and quickly sell 1,000 of them (recouping your development costs). You need to sell 10 per year to stay in business. Other companies see your success and rush to market with a less reliable but cheaper widget. No one buys from you since it takes years for reliability issues to surface in your competitors product. You probably don't have enough cash reserves to wait it out. Ergo, you go out of business.