Cosmetic damage: If your phone has a few scratches but still works perfectly, we can't repair or replace it. Normal wear and tear falls under the same category.
Damage resulting from you putting your phone at risk: If you do something like leaving your phone behind on the train, we can't really be responsible.
Damage caused before the insurance policy: We might be great, but we're not that great. Replacing a phone for damage that happened before we started looking after you doesn't make much sense.