I think it's a great point.. and there is probably a lot of truth in it.
And in fact I am a believer that at a certain point giving someone too many choices results in overload and is counter productive.
On the other hand, I think one could make a strong case that "Apple Logic" results in the marketing approach that basically relies on irrational brand worship to convince a large group of consumers that a certain product is a perfect match for them.
In other words, if you are a car manufacturer and you have 100 types of cars, you can take an approach of trying to help the customer find the car that's right for them. If you sell only one car, your marketing strategy basically has to be: This is the perfect car for everyone, stats and features be damned. And I think apple engages in a lot of that type of marketing, and it has always rubbed me the wrong way.
Just as an example of something really clever that i've seen apple doing is in selling a computer, they will run an entire commercial showing how someone can burn a cd of their music and give it to their friends, etc. Now it doesnt matter that you can get a nice cd burning program for any computer -- the point is not to tout any unique or special features of the computer being sold, the point is to convince the consumer that if burning cds is something you want to do, you should get an apple pc. I just find it weird.. Personally i'd rather read about unique features and specs and they can keep their logo and round one button mouse.
[again im not knocking everything that apple does at all -- they do a LOT of things right. it's just that while i think their marketing department is very successful -- it's not something i would look up to or admire]