Jobs also wanted one phone at one screen size based on some cargo-cult science about average thumb length. Apple was watching its lunch being eaten by people w

Jobs also wanted one phone at one screen size based on some cargo-cult science about average thumb length. Apple was watching its lunch being eaten by people who would have had probably bought an iPhone but wanted the big screens Android has to offer. Thus the multiple iPhone models. He was also against the mini iPad size, which is the only iPad I'm willing to buy. I think the limited product line is an artifact of the time and place Jobs and Apple were in the early 2000s. They had endless Mac models and a underwhelming value proposition. Cutting that down to a single colorful little Mac and a single pro product and their laptop equivalents made sense. Introducing the mobile revolution one simple product at a time also made sense. Now they need to continue to make sales, so adding more products to address more niche markets is the only way forward. They've probably exhausted their "one size fits all" market at this point. Apple can't accept no or negative growth, so more niche products it is.