All true, but the real question is also if they are losing the "Decision Makers".
These are probably not either the "highest revenue-generating customers" OR the "most profitable customers", but are the ones that influence others in their purchasing decisions.
Personally, I buy computers infrequently. My home computer is ~4-5 years old, my phone is 3 years old. I am not the "Ooo shiny! Must have!" buyer who is going to make Apple money every year with a new phone purchase. However I also have been responsible for collectively having 5 people get iPhones, and 4 MacOS purchases based primarily on my recommendation. Will I still be recommending Apple products? Probably, but it will be much more qualified. Windows 10 is pretty good also for most users, and Apple's treatment of hardware is pretty abysmal from my perspective making it harder to recommend them.
End result, I may only be two sales, but if I don't see them as serving my needs, they may lose 11 sales total (mostly from people who fit their bell curve) because the decision maker is now outside the curve.
On the scale of Decision Makers, I'm peanuts compared to real Influence Peddlers such as reviewers, or other vocal critics that Apple is now hearing from. I would also disagree with TFA. While I agree Apple isn't a car with its engine on fire, I disagree that it is merely an engine that needs some tuning. It is an engine with the timing belt failing. It needs to be properly replaced/fixed soon, or the whole engine is likely to come to a crashing halt when you least expect it and in a way that will be very difficult to repair after the fact.