The $1 billion photo-sharing app Instagram — once named “app of the year” by Apple — has now “jumped the shark,” according to Apple’s marketing chief Phil Schiller.

And not only is Schiller trashing the service (in a brief message to Apple enthusiast Clayton Braasch), he has also deleted his Instagram account (@schiller) entirely (much like some thousands of other users.) What got Schiller so upset? Not the billion-dollar acquisition by Facebook, apparently.

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Instagram Has ‘Jumped the Shark,’ Says Top Apple Exec [UPDATED]

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