“Focusing is about saying ‘No.'” — Steve Jobs
The iPhone started out as a simple idea — a device that reinvented the smartphone. All a buyer needed to do was decide how much storage capacity they needed — 4, 8, or 16 gigabytes — and they were an iPhone owner.
Jump forward a decade and buyers are faced with choices galore, ranging from handset size to color.
You can see a similar lack of focus when it comes to Macs. For example, if you’re in the market for an Apple laptop you first have to choose whether you want a MacBook, MacBook Air, or MacBook Pro (anyone care to outline the difference between the MacBook and the MacBook Air?), before next having to choose from an assortment of system specifications.
Same can be seen with the iPad. Lots of different devices, but poor differentiation separating them.