What about iTunes as a content platform for people to rent/purchase music, movies, etc.? Seems like that has been working it quite well.
I'd say it's OK. I and many others I know, simply don't bother to buy or rent any content from apple - youtube, vudu or amazon are much better choices for me, given that I don't have to rely on the itunes and apple ecosystem. Since I also regularly use my windows PC, plus chromecast, itunes is not a must-have. Of course, there are people who'll swear by it, which is fine.
Look at apple maps which are still so so terrible, esp. for the REST of the WORLD

icloud drive - the less said the better. icloud email - who the heck uses that?
now compare this will google's suite of services, dropbox, etc.
The problem with apple is that their whole thinking is the priviledged, rich class in the US, having the best wireless and unlimited wifi everywhere..... most of the people in the rest of the world don't fall into that category, which is why there's a big disconnect. This is the area where google and microsoft are great. Microsoft have their problems, but even today, 95% of the world's desktops are windows based.