Apple Inc: A pre-mortem

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...