I'm currently on my fourth iPhone 5 charger cable in the past 3 months. Why are they so poorly produced?

I'm an avid promoter of apple products and always have been but the lighting cables are so poorly made. The wires often perish and I'm sick of having to replace them at my own, high, expense. They are all genuine cables and I'm at a loss as to why such an expensive phone should have such a poorly made data cable. Can someone please give me an insight into why this is continually happening and if Apple have helped anyone else out in this situation.
Thanks

I've had two cables perish at the phone plug end. I was surprised too, but I bought some heat shrink large enough to cover the plug and a couple inches of cable and back in business. No probs with connection just the outer insulation perishing. Seems like low quality material. Apple what you doing?

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