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Apple takes this a little too far....
I agree. 60% of Apple revenue is the iPhone, so it's primarily the iPhone company. Steve Jobs applied his minimalist aesthetic to the iPhone, then Samsung copied the iPhone, reducing the entire marketplace. I miss features like IRDA and consumer IR, and the clamshell form factor. We don't need a copy of the iPhone, but it would be nice to have a genuine choice in the marketplace.
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http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
One small note: Costco does understand the Paradox of Choice and their entire store is designed around having few, if any, choices on alternative products. One kind of ketchup, one kind of mayonnaise.