Interesting historical recap -- but I think this paradoxical press-bashing by someone in the press conveniently ignores some realities: Apple was essentially dead a decade ago, and the picture was very stark even after Steve Jobs returned (see, e.g., the August, 1997 MacWorld keynote).
Many of the modus operandi that got Apple c1996 into such deep trouble are being repeated today. I don't think we've seen the last Apple roller coaster ride.
Nowadays, Apple is a media darling. The critics like the company’s direction, and so does Wall Street.
But it wasn’t always so. This summer marked the tenth anniversary of Apple’s lowest point–a time in 1996 when the company’s profits and products were hitting bottom. (Steve Jobs’s return to the company he founded was still a year away.)