>> This assumes that Apple doesn't know best, and that the user actually has a say in the matter, which goes against iOS / OS X / Apple at a deep, philosophical

>> This assumes that Apple doesn't know best, and that the user actually has a say in the matter, which goes against iOS / OS X / Apple at a deep, philosophical level This isn't philosophy. This is marketing sold as philosophy. Let's be real: yes Apple has distinct knowledge about design. But also, users have knowledge about what's best for them.And without that knowledge, Apple wouldn't be able to design a good phone. And they know it. they do user research,etc. But in a sense, that's how all luxury marketing works: convincing people that some object bears great significance, because of the sheer talent of it's creators.