Just because Apple is growing their services business does not mean that customer satisfaction with those services is "off the charts" (as Cook likes to say of Apple's sat scores, in general) with said services. Most of the people I know who use Apple's services likely only do so because access to those services is baked into their devices. Similar to the way IE market share used to be huge because it came preinstalled on every Windows PC and most people didn't bother searching out a different, better browser.
My anecdotal experiences with some of Apple's services:
iCloud: I'm not particularly fond of iCloud or its pricing structure pre-iOS 11/High Sierra. The inability to buy one big pot of data and share it with your family (until iOS 11/High Sierra) is asinine. I use iCloud because for the things I use it for the most (Photos and Notes syncing with family and friends), it generally works and it would be a pain to migrate my family to a different platform.
Apple Maps: I don't use Apple Maps at all because the times that I have, I've found it to be vastly inferior to the competition when it comes to real-time traffic updates. I hear it's great for transportation directions (in areas where those directions are supported), but I only ride mass transit once or twice per year so I have no experience with transit directions with Apple Maps.
Apple Music: Eh, I used it for the duration of the free trial; but I went back to Spotify and eventually switched to Google Play Music in order to get streaming music plus ad-free YouTube for the same price that Apple charges for Apple Music. It still boggles my mind that Apple is cramming their original video content into Apple Music. Similarly, I'm not sure why Apple continues to sell movies and TV shows in the iTunes Store. The icon for the iTunes Store is a music note, for crying out loud. Yet that's where I'm supposed to go to buy/rent TV shows and movies? If you say so, Eddy. I think these are things that Cue has little time to address (or he doesn't think they're important); but little things like this affect the user experience.
Apple Pay: When I can use it, I love it. The problem is the when. In Metro Atlanta, at least, our two largest grocery store chains (Kroger and Publix) have no plans to support NFC payments. The same goes for just about every establishment I frequent. I've heard it said that Cue is supposedly a skilled negotiator. I wish he would put some of those negotiating skills to work in the U.S. to try to convince more businesses that they need to support NFC payments. Customer frustration over the length of time a transaction takes with the newer chip cards is mounting. I complete an Apple Pay transaction in about six or seven seconds on average. With my chip debit card, a transaction takes at least two times longer than that. My hope is that the new iPhone hardware will have the security and speed of Apple Pay but will be able to mimic a card insert/swipe. I've given up on Apple Pay in its current form being useful for me on a day-to-day basis.