I think companies like Starbucks do this. Grande is the small coffee? Tall is not the largest but medium? What is Venti? The have their own ordering language. Yet, they don't keep changing it. Renaming things and ingredients and changing the visual of the stores.
Apple is at the peak of its sucess. I adopted iPhone when every single colleague mocked me as immature, and rated the product as a toy. Blackberry was for real executives. Pardon me? Today, iPhone still has many upsides but it has very little differentiation. Actually, I see Apple as a company that considers ways to restrict me, lock me, block me. They go after the apps that made iOS a success, like Pandora, illegaly bundling its service andcross selling it and pushing it at every possible place. They are Dirgital bullies. They change the interface to sell more. Design choices are to maximize revenue and content sales.
I look at my phone, and see them imitating Android, or copying things like Pandora. And every app I own that I use the most is not Apple. I use Office 365 (how can Apple email app be so atonishingly bad and limited?) i use Kindle which wors great across any platform. I use Netflix (for the kids), 3 or 4 games that are also on Android, Pandora, Spotify, Waze, Google Maps, Skype and maybe 5 other frequently used apps like LinkedIn or twitter.
There nit one single interesting thing aboit Apple in my phone. Yet, the UI made me feel different. With that gone, my love for them has reached a low point of "I ise it because swtiching is annoying". But i M at the boundary and if pushed a bit further, I will leave them. The horrible UI that makes rhings harder, less intuitive, illogical....I am sorry Apple, I am ready to dump you the moment you push me a little further north. Now regarding Starbucks, keep my Venti ...Venti. And keep the ambience a joy and cheerful. And I'll keep paying $5 for coffee.