Consumers aren't great with choices, but that isn't Apple's greatest win. Apple's greatest win is that it only sells the high margin stuff. They won't play in

Consumers aren't great with choices, but that isn't Apple's greatest win. Apple's greatest win is that it only sells the high margin stuff. They won't play in the cut-throat market of low-speed processors or those free phones. They go after margins that are much greater than their competitors. They leave in what most people find most important and say, "go somewhere else" to anyone that doesn't like that. Want FM radio in that iPod? Well, almost no one else does so find a different product or get an add-on. This isn't pro or con Apple. It's just who they are. They go for what's profitable and what most people would like. They don't want to be the biggest, they want to be the best.