Don't be fooled. That's for the media.

This self repair shit is a joke. It will be more expensive for you to DIY on the most cases than to do it at their place. This service is simply there so apple can appear to be on the right side of the story and fool you and me into believe that they believe in "eco friendliness" bullshit they do. They do it for a tax break, they do it so they can lure you into buying their phone with less guilt because appearantly, they allow you to fix your own phone so you can save the planet. They do it for the money, don't get it wrong.