Fractals have a property called self-similarity, where "a self-similar object is exactly or approximately similar to a part of itself."

John is saying that Apple's products have an "Apple-ness", as does each app on each product, each feature within each app, etc.

He is suggesting that the zen-like simplicity of Apple can be found at many different levels of the organization. I don't think it's overly biased dribble... it's an eloquent point that Apple Inc. is a culture (cult?) with a clearly identifiable philosophy that permeates every element of the org.

Gruber always makes a more compelling argument than the masses constantly slinging "fanboy" around innumerable internet forums. So you disagree with him, fine, why don't you post your own analysis instead of the incessant name calling.