A commitment to R&D, getting new people into your company and actually listening to their ideas, a roadmap for customers of current products so people aren't waiting for upgrades that may never materialize, and a commitment to quality for all aspects of your company. Apple maps has mostly caught up but it wasn't a good product when introduced. Neither was HomePod which was released months late and without the connectivity promised until Airplay2 arrived 5 months later. The iPhone X was also late, and the wireless charging mat promised still hasn't made an appearance. Apple TV was late to the streaming video market and it's remote is neither simple nor intuitive. Siri is slowly getting some of the abilities that Amazon and Google products have had for a year or more but Siri was released first, it should be Amazon and Google playing catch-up. iMacs with middle of the road (at best) graphic capabilities, laptop keyboards that are both fragile and prone to sticking, removal of ports of all kinds causing a cable filled Dongle Hell to replace the multiple ports that used to be standard, and finally the initial release of your new MacBook that was marred by performance issues until a firmware upgrade. That covers the last few years.
A company having a problem or two with a few of their new releases is understandable. Having serious problems with just about every device, upgrade or service you offer isn't. Apple doesn't need to match the lowest price around, but they do need to be seen as worth the money.