We know that consumer products aren’t like that anymore. Today at Ford, you can choose from among eight truck models, including a Ford F-150 XLT, an F-150 Lariat, an F-150 King Ranch, an F-150 Platinum and an F-150 Tremor. Black is definitely not the only option.

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More options are great, but they can also be overwhelming. I bet some new-car buyers have a hard time picking among those Ford trucks. Not long ago, I considered buying an Apple TV streaming gadget, and it took some hunting to figure out the differences between the options that the company was selling. I didn’t buy anything.

My point is that having choices is mostly good for us. But it’s also weird for Apple. The company is a genius at product segmentation, marketing and pricing strategies but tends to behave as if it just makes awesome products and — oopsie, where did these giant piles of cash come from? No one wants to be a try-hard.

Apple has managed to preserve the image of being exclusive and cool while selling one of the most widely used commodities on the planet. Smartphones and many other technologies in our lives are both extremely useful necessities and completely normal. It’s long past time to stop treating the companies behind them like wizards.

Apple now has nearly the array of product options that Cheerios does. That should demystify the company a bit.

This article originally appeared in The New York Times.

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