The author argues that the concept of "the end of apps" was misinterpreted due to a misleading title, but instead suggests that apps are changing and evolving, moving towards publishing and service layers. This change will be driven by the increasing importance of notifications as an interface for interacting with apps. The author also notes that content creation will become more seamless and accessible through voice input and emerging technologies such as cards and interactive representations of small parts of an app. Additionally, businesses can monetize their apps beyond ads through various revenue streams, and it's essential to recognize that timing is crucial in product success. The author emphasizes the importance of staying focused on products with greater adoption and influence, rather than trying to predict or argue against existing trends. Finally, it's essential to assume everything around us is changing simultaneously and to consider multiple perspectives when evaluating emerging technologies.