Apple does not want consumers to have a choice, or at least only the barely tolerable amount of choice. The more they control and have as uniform as possible the more profit they make.
Agreed - although the argument that Apple makes the choices for you is laughable when you consider how many SKUs there are for a lot of their devices these days (never mind watch bands!).
> when you consider how many SKUs there are for a lot of their devices
It's always the same OS, with constant nagging if it is not the newest OS. On iOS, no choice between app stores and unless you don't like distributing source around and compiling yourself, no sideloading (to ensure Apple always gets their 30% cut). The hardware choices are not really choices either - it's like packages in cars: no way to get something really adjusted to my specific needs, Apple always thinks they know my needs better than I do.
Apple does not want consumers to have a choice, or at least only the barely tolerable amount of choice. The more they control and have as uniform as possible the more profit they make.