Getting Scratches in my new iphone

Cosmetic issues are not covered by standard Apple Warranty. If you have your phone not in a case with a good quality screen protector, you can fully expect normal wear and tear to be visible. Put your phone in a good quality case and put a good quality screen protector on the screen to protect against scratches which are inevitable on glass screens.

Your phone is almost a year old, not exactly new. Scratches don't happen spontaneously, even putting it in your pocket and taking it out can cause scratches if any sort of abrasive dust or lint is in your pocket.

You were given the correct answer by Apple, cosmetic damage is not covered under the warranty.

Putting a protective case on it would be your best bet.