He'd write as if he had some sort of inside information and was a serious authority on the subject.
Anytime he'd make a new post about us, it would make the rounds on internal lists. Usually to the tune of "Oh wow, another Roemmele..." and we'd all read on in amazement at how much he'd just plain made up.
As insiders, we knew his posts were pure speculation, and were rarely even close to the mark about strategy or the technical details of our products.
Since then I cringe a little anytime I see one of this posts show up up. He completely lacked credibility when talking about Square. So I'm not sure why it would be different with Apple.