What a terrible article. This article has no substance to it at all. The author rehashes the line about how Apple is doomed b/c Steve Jobs is irreplaceable. It's more nonsense from there.<p>Simplicity in product lines: "Apple now sells three different iPhones, four different iPads and three different MacBooks." This is "endless choices"? Is the argument here really that Apple Watch has too many band options, and this constitutes a violation of simplicity in product lines?<p>Simplicity in software: literally the only argument the author provides here is Apple Music. There is actually a case to be made here, but the author doesn't make it (iTunes has been a disaster for years).<p>Simplicity in product naming: Apple is retiring iThings in favor of Apple Things, and consumers understand far too well that "S" releases are off-year/internal changes only. If customers understand something as esoteric as that, how is the product naming too complex?<p>Simplicity in marketing: The author's argument here is just that the internal Apple marketing process is more complex, because Steve Jobs doesn't just keep it between himself and the ad agency anymore.<p>Even if you took this seriously, is there any PC hardware company with product lines/software/naming/marketing as simple as Apple's?