There's a big difference between "choice" and "control". iOS doesn't allow you to customise your home screen, but it does offer strong guarantees about what happens to your personal data. My local convenience store has a hundred different kinds of sugar-sweetened beverages, but no fresh fruit. My cellphone company offers dozens of different price plans, but they're so confusing that I strongly suspect that I'm being ripped off.

Choice only amounts to control if those choices are meaningful and legible.