The next generation of gadget users might prove different, but for now it is clear that people prefer fewer choices, and that they gravitate consistently toward the same small number of things that they like. Owners of iPhones are no different from cable TV subscribers with hundreds of channels to choose from who end up watching the same half-dozen.
First, Apple's purpose is to make profit. Apple will continue to add more applications until it becomes unprofitable for them to do so. Though there is behavioral evidence that too much choice in one product may overwhelm consumers, as in Sheena Iyengar and Emir Kamenica's 2008 working paper "Choice Proliferation, Simplicity Seeking, and Asset Allocation," or Sheena Iyengar and Mark Lepper's 2000 Journal of Personality and Social Psychology paper, to Corrections, iPhone applications seem to be quite differentiated products. Take the example the Times offers: cable and satellite television has many channels. When it comes to whether that number is efficient, the question is not whether all individuals like to watch only a few channels. The question is whether all individuals only like to watch the same few channels.