1. The end has been here for some of us. But only for the apps the author is talking about. And these apps are the whitelabeled generic restaurant menu apps. If an "app" like that is not useful, who cares about it. If I need to order from that restaurant, why not just use the ordering app that includes that restaurant?
2. He talks about apps in general and how we have 100 installed but use max 30, so the rest 70 are useless, so apps are dying. I don't agree. We might have 100 and use 30. But I bet I have and use a different 100 and 30 than you, and you from the person next to you. That doesn't mean the apps are dying. That means there is diversity and choice. To me that's a plus for the platform. Of course we can get to extremes, but I don't think apps are on the way out.
In conclusion, I felt the post was "controversial" just for the sake of it.