Lessons to learn:
"Sound quality" is a hard sell. Always has been. So people just rely on branding. Beats didnt sell because of sound quality. Neither does Sonos really. It sells because of the overall branding and utility.
Which leads to the second issue "Utility"
It's just not as useful to as many people as it can be. At least 60% of music fans are on a system (Spotify) that your device doesnt really support. And Siri isnt as easy to use as Amazon or Google.
Finally, (and the most important part)
Stop announcing things so damn early! When did this mindset start? Release it when its ready and does MORE than anything else out there. It doesnt have to be perfect, just make it do MORE than its competitor or dont release it.
I've noticed more and more Apple keep announcing things then get pressured into releasing it half baked. How do you release a speaker that cant even pair in 2018! And airplay 2 isnt even out yet. Should have delayed to you had both at minimum. Now you have a branding problem because the perception (whatever updates you do) will be the product is crap. (Windows Vistaitus..)
This whole treadmill schedule that Apple seem to be on, yearly cadence, preview to scupper others etc.. is becoming counter productive. They are releasing products that are always a little "off" and it will start to effect the brand. Companies at Apple's level DONT do this, they have the money to survive if they dont release the product unfinished so why bother?
And Siri is REALLY letting you down. This is a more important issue than anything else right now.