If you take a look at the you will see a handful of new opportunities for users to tailor how their device looks and performs. Between UX settings like Dark Mode, more detailed permissions for how you share personal data, and customized shortcuts that allow you to converse with your apps — we’ve reached a point where identical pieces of hardware are fundamentally different than their assembly line counterparts once in the hands of end users.

Customization on our devices has been progressing since Microsoft gave us the choice between flying toasters and a labyrinth of pipes for our ’90s-era screensavers; however more recently it’s become commonplace for our mobile apps to have similar skews of options that can make them indistinguishable from the same

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