The replies may be a long list of hardware snafus, however Apples largest hurdle to complete dominance is their lack of cloud services, their subpar cloud services (compared to Google and Microsoft), their refusal to allow users to set competing services as default (change is in the air?), their confusing and cumbersome iterations of the same concept (Photos especially), and the duality of iOS/MacOS vs Windows 10. They are making the same mistake Microsoft made for too long, where Microsoft wanted all Microsoft software to drive sales of Windows licenses.
- Apple has few top tier "services." Music is one, the app store is another they do offer. Maps has somewhat caught up to be good enough, but if I were a google maps user I wouldnt choose to switch. Photos and Device Backup are a mess.
- Apple should take being a software services company more seriously. If buying Adobe is out of the question, they need some kind of paid revenue stream such as Adobe Creative Cloud or Office 365, something that non-Apple users will buy and use. One of the smartest thing Apple ever did was release the iPad and make it work with Windows. Apple needs that gateway drug that draws non apple users back in without forcing a hardware purchase.
- I can use Google Photos on Windows, OneDrive on Android. Apple forcing an all or nothing into their ecosystem incentivizes me to choose nothing. AppleTV on Samsung tvs was a smart play, make more of them.