No, "choice" was not just a word Jobs used once, it was a design philosophy they generally adhered to. It's what rose them from the ashes in the 90's. Since his passing, they have consciously abandoned this philosophy in favor of Shiny New Toy philosophy. You even acknowledged they're not the same. As you can see from some fan boys on this thread, it's worked -- if it's new, it's gooder than the last! No doubt they've made huge $$ with SNT philosophy, but it's as shallow as the customer it appeals to. Once they've driven off their previously loyal base, they'll be left only with the Shiny Toy crowd, and no one else to blame when they inevitably abandon them.