Why is that even significant? Do you have 5 iphones you use in your every day life that jumping between them would be painful if they had slightly different OSs? Doubtful. Phones have had inconsistent UIs for almost a decade before iphone, and all the iphone did was become the most popular. Razrs had consistent UIs right? But compared with a generic flip phone they were different. I don't see why all of the sudden this fragmentation and inconsistent UI is a such an evil thing or even a noteworthy subject. The manufacturers settings have no effect on apps unless they block the market place entirely. Then again I suppose the people writing articles about this subject are apple-enthusiasts and/or techies. I rarely see Jane Doe writing about fragmentation - and there is a good reason for that.