Sony's makes a confusing catalog of gadgets that overlap or even cannibalize one another. It has also continued to let its product lines mushroom: 10 different consumer-level camcorders and almost 30 different TVs, for instance, crowd and confuse consumers. But offering customers a wide array of choices was fundamental to Sony's success in the past. Apple, on the other hand, makes one amazing phone in just two colors and says, This is the best. yet it's tremendously customizable. With so much of the experience coming from the software, not the hardware, consumers aren't using a product designed for them; it was designed by them. This is an especially powerful offering because it replaces the single moment of instant gratification—buying the perfect camera, TV, or phone—with dozens of such moments. Every time they install an app or download a song, users are getting a customized experience with an emotional impact on par with the one-time purchase of a product. A...