The linked article is a detailed criticism of Apple, and ends with this quote from Phil Schiller, from his appearance on John Gruber’s WWDC Talk Show, back in June of 2015:

We don’t need to be told how great we are, and how big we are. It’s not about that, and we don’t want it to become about that. It’s not about P/Es, and it’s not about market value. I mean, sure, the finance team has to worry about that. But for the rest of us, it’s about: Are we making the best product? Do people love what we do? Is it changing lives? And if it isn’t, then beat us up until it is.

Take some time to read the whole piece. There are some common themes (notably, the way Apple approaches UX and content discovery), and the sense is that the author is truly trying to help spot problems, rather than (as the title suggests), point to Apple’s inevitable doom.

[H/T Shameer Mulji]