The author can't understand the Queen's English. Ivan was saying this media fad too shall pass.
iPhone, iPod, iHeartMySchnauzer, iSoiledMyself, at some point it isn't cute anymore and hype will out.
While it's true Steve Jobs is not much of a yuppie anymore, I have little doubt that Apple Inc. already has a Borg alcove that he jacks into at night.
I'm sure the marketing will change in time, it always does. But these products themselves are not empty hype. There is a reason why everyone tries to copy what Apple does -- Apple innovates.