For a long time, one of the things that has made Apple such a powerful company has been the relative simplicity of their product lines. While other tech companies produce dozens of different computers, phones, and tablets in an attempt to meet every price range, Apple has typically focused on product quality instead of quantity: one smartphone; one or two types of laptop; one desktop.

However, a recent CNET article looked at how this trend is subtly shifting as of late. The article, entitled “Why it’s harder to choose which iPad works best for you,” says that with the introduction of the iPad Air 2 and the iPad Mini 3 last week, Apple is now selling five different versions of its popular tablet. Furthermore, those five different models allow for a grand total of 56 configurations and have a wide price range, from around $250 to more than $800.

On one hand, the fact that Apple is announcing new versions of the iPad while continuing to produce older versions is positive for consumers, simply because it gives such a wide price range. On the other hand, though, the slew of different iPad options has created a labyrinth of purchasing decisions for buyers to make. Add the fact that the tablet market is nearing a saturation point anyway, and it would be tough not to see Apple’s current iPad situation as a harmful form of self-competition.

According to CNET, the difference between Apple’s current crowded and convoluted product lines and the more simplistic product lineups from a few years ago all comes down to the company’s leadership. Former CEO Steve Jobs was all about user-friendly simplicity. By keeping Apple’s product lines sparse and easy to understand, he was able to make sure that customers always knew what they were buying.

Current CEO Tim Cook, who took over for Jobs in 2011, is the opposite. Cook wants to give customers more options, something that has become evident both this year and last year when Apple announced two iPhones in the fall instead of one. That drive to offer more options explains why there are so many different iPad configurations on the market.

But since there are already so many tablets out there to choose from, Cook’s drive to give customers more options within the iPad line itself is arguably hurting the profits and sales of the device. Consumers can no longer just say, “I want the iPad”: instead, they have to choose which iPad they want. Apple, therefore, has lost the advantage it used to have by offering the most straightforward and well-known commodity on the tablet market.