Why is more choice necessarily good, besides simplified theory about capitalism? Brands have built their entire success off of providing less choice to consumer

Why is more choice necessarily good, besides simplified theory about capitalism? Brands have built their entire success off of providing less choice to consumers and they, in general seem to be successful. See Apple and Trader Joe's. Choice is good when there's direct competition. Companies will compete to have better app stores if I can choose which app store I want to use. I as a consumer will get to choose what games I want to play. It's bad for me as a consumer that I also have to choose which app store I'm using to download that game. Also both things can be bad, but I personally feel that the model where people like Apple due to the "ecosystem" seems to have worked pretty well for a lot of consumers. I don't think "more choice" is a good metric here at all because it's false. I don't care about having more choice in app stores(and I'm not getting to chose which app store I use under either model anyway), I care about my choice of apps. Which isn't really changing, companies will get their product to consumers.