I got a posh new phone last week. It plays music, it does email, and it takes pictures, just like iPhone. But because it can play software made by other companies, it can do lots more besides, like play recorded TV or tell me where the traffic jams are. It can even tell me all 99 names of Allah!

Apple’s iPhone won’t do any of this, because it only runs the software Apple provides for it. Unlike other phones, it’ll only work on one network. And it looks like it’s going to be extremely expensive. And yet, it’ll fly off the shelves. After all, look at the iPod. It can’t play songs downloaded from some of the most popular music stores, only from Apple’s, and it costs far more than many rivals. But still, a whopping 70% of the mp3 players sold worldwide are iPods. Why? Because it’s so easy to use, your granny would love one.

Business is supposed to be all about choice. More ranges. More options. And the Government has got in on the act, saying that letting us choose our hospital will help fix the NHS.

But choice just makes things complicated. Apple’s products are easy to use precisely because they don’t give you a choice of software, or music store. It all works together because it’s all made by one company. Just ask Apple’s arch-rival Microsoft – after spending years making software that works with the biggest range of mp3 players possible, now they’ve given up and made a device of their own.

The more choice you have, the more confusing life becomes. Remember when, to call directory enquiries, you just picked up the phone and dialled? Now, you have to choose from hundreds of competing services, each with different charges and gimmicks. Now, fewer people use directory enquiries than ever before.

So, before the government thrusts any more “choice” down our throats, they should take a lesson from Apple. Make it simple, make it a pleasure to use, and we don’t give a damn about choice. If it works for phones, why not for the NHS?

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