Applied in marketing management, allow consumer to make the choices that matters to them. Allow them to have enough control to effect them just enough.
But important question is “how much control is enough to which consumer?”.. “what matters to consumer?”..
If a consumer just want a phone that allows them to customise the look, the icons the UX/UI, gestures, add fancy add ons, NFC, wireless charging, unlock the house door, control the lights, control the TV console etc.. These consumer basically sees the phone as an extension of his life and his home.. you will immediately in your mind know which brand of phone these consumers will have a positive attitude towards.
However if a consumer just want a phone that allows them to do the daily task of communication well, internet access, casual games without the clutter of extra apps, with no add ons, no gestures.. To the consumer, a phone is just a tool.. Just the mere thought of needing to install or customise the phone makes the user cringe.. you can immediately know which brand of phone these group of consumers will have a positive attitude towards