Pug, did you read the whole article, not just the excerpt? I took a paragraph from it that shakes up your mind a little but it is not what the whole thing is about. It is to make some think of the terms under which some judge the automobile industry of America. He has no vendetta against Apple or any of its sycophants. But his ties to automobile industry in Detroit are strong and he manages to maintain a lot of objectivity in lieu of that. And he mentioned Apple because some tech blogger stated that cars should be manufactured like electronics which is the dumbest thing I've have heard thus far in the domestic automotive debate.
Either way, I believe he's got the sentiment correct. In the 1980s, Apple did have a great deal of market share in computers and now have very little in comparison with their heyday. With domestic automakers, the slide in market share is not nearly as bad and yet people are "writing them off like bad check," which he states in his article. After emailing a friend who is a media analyst with Capgemini to double check, the music selling and cell phone businesses are NOT Apple's core product lines, although they are a chunk of revenue similar in a way that Playstation sales, while not being a core product, provide almost a quarter of revenue for Sony. Apple's main business, selling computers, is what is being compared to the main business of the auto companies, which is selling cars. "Ancillary" (and I use this term very loosely) businesses that provide positive cash flow and large amounts of revenue, e.g. their captive finance companies, don't negate the fact that their main business is not as robust as it once was.
He's simply saying that measuring other companies using similar guidelines used on American automakers would make other companies look far less like the golden child and more like a red-headed step child.