Complex sentence: On top of this, criticism of existing products was compared to the Ratner Effect and the "Elop Effect" was coined to describe the combination of both premature announcement and negative comments on existing products.
Split into simpler sentences: On top of this, criticism of existing products was compared to the Ratner Effect. These two together led to the coining of the term "Elop Effect", to describe the combination of both premature announcement and negative comments on existing products.