Time was once when Apple was infamous for not giving its users choice. Steve Jobs himself famously said that consumers didn't know what they wanted, and that it was Apple's job to tell them, and he was often right. It was this confidence, some may say arrogance, that made Apple so sure of its designs. So absolutely convinced that it was on the right path. And arguably, it's why it has been so successful over the last ten or so years.
But things are changing inside Apple. Since Steve Jobs' death and the handing over of the reigns to the unflappable Tim Cook, Apple has been going through something of a metamorphosis, and everyone has seen how the company has changed. Countless people have written about how Apple isn't the same company since its co-founder and visionary left it to somewhat more pragmatic minds, and the evidence that they're right simply keeps on mounting.
