I think the author's writing skills are top-notch. The article was entertaining to read from the beginning to the end and he looks like a smart guy with great ideas.

That said, I don't think his analysis is that great in this particular article, that's why I quoted the word analysis in my original post. Like I said, this feels like pure speculation backed by intuition on the author's part. His analysis doesn't use any sort of sales numbers or statistics to show where the market is heading and why Apply would take certain decisions.