This is nothing but a financial straw-man as evidenced by the opening:”when a”. Sure anything can happen that I agree with but it may not be the way this hyperbole indicates.
They said the same at IBM, PALM, RIMM, and Microsoft in the 2000's.
When a technology company gets fat and lazy and confused about their mission, coasts on old innovations, and touts the high stock price as proof that they are well-positioned for the future, there is almost no limit to how far they can fall.
In the second half of the 90's, IBM would have told you that predictions of imminent catastrophe were wildly overblown.
After all, they were the inventor of the Thinkpad. They sold a huge fraction of the computing hardware and software that the world did business on. They had been a dominant player in desktops and infrastructure since the days of the punch card!
They were a hardware maker's hardware maker, and hardware had sold at massive margins into reliable demand since the turn of the previous century. AND it was the dotcom boom, meaning that every household in the developed world had a goal of spending massively on computing hardware. For the first time in history. What a time to be alive.
Fast forward to 2005 and IBM was fire-saleing most of their core businesses and scrambling to stay solvent.
Thankfully they found a way to reinvent themselves. But recall that for more than a decade, most computers on planet earth were referred to as "IBM or IBM Compatible". When was the last time you heard that term?
IBM today does almost none of the same things that it back when their stock price was through the roof and their business was basically a license to print money. Who knew that literally *every* market that a dominant technology company is in could melt away so rapidly, never to return?
Fast forward to right now, when iPhone has around 22% of the phone market and falling.
The trip from 22% to 10% to 5% to 0% is not far, especially when the major player already has 76%.
Just ask makers of the world's formerly dominant Mobile OSes -- PALM, BBOS, WinCE, and EPOC. Oh, wait, you can't find any of them since their business units were sold or dissolved...not long after each of them actually had a higher market share than iOS ever has.
The lack of major new initiatives coming to fruition, or interest in evolving to be ready for future markets, is why I think they should #FIRETHEACCOUNTANT.