Like Apple or not, one constant since about 1986 has been that the company is generally characterized as doomed. There was some truth in that from the late 80s until a couple of years after the return Steve Jobs, but since then they've been on a rise. The misreading of the rise has been remarkable. Ben Thompson offers commentary.
Bad assumptions of the investment community, of course, apply more broadly.
a tip of the hat to Horace