They're far too slow at bringing their features up to speed.
First year - Apple introduces voice/text/GPRS only network, hails it as a simple no-nonsense network where "what we do do, we do it right, and we don't really see the advantage of the other features at this time." Everyone jumps on it anyway, because the voice quality is like they've never heard before.
Second year - wow! We've introduced 3G
Third year - wow! We've introduced MMS
Fourth year - wow! We've introduced video calling
Fifth year - wow! We've introduced voicemail!
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Take Voicemail from year 5, add 'Visual' at the beginning and put it in year 1.