I see the mobile device as the food tray while the services are the food and desserts. Google has been smart to focus on having the best cross-platform services while Microsoft recently caught on with post-Ballmer era. Apple will eventually pay the price for not caring about services or cross-platform.
As technology catches up and equalises all of these companies have to decide what to do with it.
Microsoft - One Drive, Office 365, Cross platform apps, Affordable, storage in Terrabytes, collaboration.
Google - Cross platform apps, Integrated Data and machine learning, AI, Youtube, Developer APIs, Collaboration, sharing, affordable storage and user/family integration. Google assistant with learning and immense user base.
Apple - Highly designed hardware, Integrated Software, unbeatable app availability, Great gaming, IOS, Mac OS are both excellent, Expensive storage solutions, locked out family sharing in iCloud, poor collaboration, poor cross platform ecosystem. Expensive devices with low memory capacity and low user expandability.
Amazon should also be included here. Though I don't think they can compete on integrated tech, their services in media along with Alexa are very popular.
Apple appear to be well behind, especially when it comes to data, AI, and services. Personally, I think Apple Music is great, and I prefer it to spotify, but honestly, it's now the only thing, apart from maybe MACOS that is keeping it Apple for me.
That's an easy thing to change.
It starts with iCloud. iCloud is awful, and it's expensive when it comes to storage costs. Family sharing, like a lot of Apple's recent 'Pro' hardware, is neutered and set up to 'nickel and dime' iCloud users.
Simple example:
Microsoft Office 365 Family : 1TB Cloud Storage PER MEMBER, Office Suite per user, Shared Folders much like Dropbox so I can share anything I like much like a central server. This is easy collaboration. £7.99 per month
Apple iCloud - 1 TB Storage £6.99 per user, (or £2.49 each for 200GB). I can share the contents of a folder, but the person I share to can't collaborate, I can share apps, but I can't share storage space, and I can't share a central photo library. Apple Music costs £14.99 if I want to share it.
Apple need to cut down their storage prices, or at least make it possible to share storage - photo libraries (for example) could be opened up to be a central library that you choose to share folders or not.
Meanwhile, the hardware is going up in price all the time, which would be fine if there weren't equally capable and in some cases, more capable devices and services available from elsewhere. Siri is awful and largely unusable, at least here in the UK. Home integration and a Siri Speaker is going to have to go a long way to prove itself. "Hey SIRI, log me out, and then log my wife in, and then upgrade her storage plan so I can see a picture she took of me when we were on holiday, then log me out and stream a home movie to my Apple TV, so we can watch it as a family".
If an iPhone (next special edition, Steve Jobs thought of it long before he came up with an iPod, etc) eventually costs twice as much as a Google phone (ok - I'm exaggerating), is being prettier enough? The reality distortion field will eventually cripple their actual tech, and people will (might) stop buying...
Apple need to look at their services, and what is good for their actual customers. All the while telling people that they just do [what everybody else is already doing] better, when in reality they're just doing it later, and more expensively, just with an Apple logo on it.
Suggestion:
£15 gets you -
Family sharing/Family account
Email addresses/individual and multiple login (to the one account) Apple Music
iCloud with proper family integration, including shared cloud storage at 1TB.
Any further Storage is charged.
SIRI is given a kick and told to behave.
Central Photo Library with automated sharing.
A little bit of AI would be a good idea.