I-phone 6

For Apple, the hits keep coming. The company launches a new iPhone and 5 million people snag one over the weekend. An iPad Mini, expected to debut later this month, could get into the hands of 10 million users before the end of the year. And this is despite the fact that competitors offer a far broader array of smartphones and tablets, with a price, size and feature set to match the needs of almost any discerning customer.

The extraordinary popularity, and profitability, of Apple's products is in part based on the quality, consistency and simplicity of the offering. Apple avoids the pitfalls of the paradox of choice, a theory by psychologist Barry Schwartz that suggests too much choice makes it difficult to choose at all. No need to choose between Apple model 7844PQC, 6533PHX or the 5055PDQ or decide what operating system you should buy.

You want an iPhone 5? It comes in one size and two colors, with a few options for storage and networking. If you already know how to use an iPhone, this new version won't challenge your skills. How about a tablet? Apple has a model with a 9.7-inch screen and your choice of connectivity options.