"People hate choosing between similar things. The more choice we have at the time of purchase, the more stress we feel making the choice, and the less satisfied

"People hate choosing between similar things. The more choice we have at the time of purchase, the more stress we feel making the choice, and the less satisfied we feel afterward because we’re worried that we made the wrong choice." That is so very true. When you get an iPhone you have the comfort of knowing that the iPhones in Japan aren't better. The iPhones with the carrier on the other side of hte fence aren't better. You have the best iPhone (presuming you have the latest) available. It's consistent and treats the hardware as a platform in addition to the software which makes sense with a cellphone. The people who buy a phone for it's operating system are a minority. They're shooting themselves in the foot by trying to make the cellphone market like the 1980's PC market.