The tech matters in that it must work, but what they've really been lacking is a cohesive story around how all of this stuff works together and what it enables people to do. Right now, my biggest interaction with iCloud is constantly being reminded that I'm out of storage on it, randomly, sometimes via CarPlay while driving.
Apple is a hardware company. Their software forays have been mixed. They do some awesome stuff and some terrible stuff. Many great iOS features were lifted from some combination of the jailbreak community + android. The App Store on Mac has some dumb limitations which have driven away some big and many small publishers. It's still hard to explain what iCloud does exactly and why storage on it costs $10/month for 1TB in 2017. The Photos app, which forcibly replaced the sometimes-liked iPhoto, regularly crashes / hangs for me when trying to import more than a couple hundred photos. It's awful and slow on a brand new top of the line maxed out rMBP when opening my library with ~20k photos. I don't really believe that I'm an outlier in how many photos I take, but the experience is awful, I can't enable any type of debug status / anything to tell me what it's actually doing, can't go back to iPhoto, Aperture is discontinued, and the storage format for the Photos library is not just flat files of the original sources, so it's basically impossible to switch to any other management software for this task (plus the iPhone won't sync with many other pieces of software). iTunes is and has been garbage for a decade and a half at this point, and again it's forced upon you if you use an iPhone. Have a problem with your phone? Forget fixing the configuration despite it all being there (I used to be into jailbreak and you can basically fix anything if you want to badly enough), it's time for a hard reset. Enjoy spending the whole day resetting your 2FA tokens. Look also at what they've done with Final Cut Pro. Combine this with how it's impossible to upgrade the GPU in the current Mac Pro to anything resembling current best-in-class pro performance levels, and it's easy to make the argument that Apple doesn't care about pro users as of about 5 years ago. Ooh yeah, and about Apple Maps, HomeKit, discontinuing wifi routers, the Apple TV, watchOS...
Above all, to me, this represents an internal issue with their leadership. Very few people there seem to know how to manage a software product. Granted it's a difficult thing to do well, but honestly, to me, their losses far outweigh their wins in this space in the past decade. They've had some big missed opportunities and while I don't have insight into their leadership, I don't see that changing any time soon.
Despite all of this, they continue to print money and move tons of product, so I guess from a purely capitalistic standpoint, who cares...but I know that they could do so much better with this stuff, and that hurts.
