Apple can be brilliant, but at the same time they can take the ****, the stuff they do, they generally do pretty well, ok it's all under the jobist way of doing things, but they're generally pretty good for that purpose. However they very obviously purposely hold back standard market features, purely so they can bring them in later on and sell a new model with this amazing new feature that 99% of equivalent products had 5 -10 years ago, they might have done it well, but there's no reason it wasn't there to begin with other than ripping off the consumer.
The thing apple do better than anything else is make profit, they're geniuses at it. However despite these record profits they are losing market share, day by day. It's very easy to sprint into the lead when there's nobody racing you, however once the big boys have done their laces up and caught you up you're going to fall flat on your nerdy little face in the dust. Apple won't ever struggle because they make so much profit for each item sold, but I can see them going back to where they were before, being the minor, specialist product.