[scottdw2]

A shelf space analogy doesn't make sense. With a real shelf, there is scarcity. Only so many shelves can fit in the store, and only so many products on a shelf.

The marginal cost of a virtual good is zero. Apple's ability to support apps is effectively infinite.

There are over 1M apps in the App Store.

This is not about "shelf space".

[metafunctor]

There is a kind of scarcity in abundance.

When the marginal cost of shelf space approaches zero, another factor comes into play: time spent by the buyers.

With too many shelves in the store, many products will never be bought, no matter how good they are.

[scottdw2]

There are already 1M apps in the App Store.

There's already too many apps, so preventing "over choice" isn't their goal.

[stevewilhelm]

You might want to become familiar with Overchoice. [1][2]

[1] http://en.wikipedia.org/wiki/Overchoice [2] http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_ch...