Customization and expression has always been part of personal technology, from this, to MySpace, to putting an Apple sticker on your car, to even picking what brand of home computer you bought in the 1980s. People have always used technology to project something about themselves into the world — just like people do with tattoos, clothes, cars and more.
I agree with Stephen. This isn't bad for Apple. Anyone complaining about it is crazy. You don't need to customize your phone at all if you don't want to. And Apple's brand has always been about personality. Owning an Apple product - even though it is more popular now than ever - used to be a statement in and of itself.