I could maybe see Netflix as an example of what the author was talking about, but how exactly does Apple fit in there? Apple is all about branding and mass-mark

I could maybe see Netflix as an example of what the author was talking about, but how exactly does Apple fit in there? Apple is all about branding and mass-market appeal. FWIW I had the same thoughts as the GP while reading the article. Look at the examples that it gives for brand fragmentation: Halo-Top, Talenti, So Delicious, Ciao Bella, and Coconut Bliss. Talenti is a subsidiary of Unilever. Ciao Bella is 50% owned by Sherbrooke Capital Management. So Delicious is produced by WhiteWave which is owned by Danone (Dannon). I think the article makes some good points, but ultimately gets a bit too cute trying to paint "information abundance" as the cause for all the discussed structural changes.