I agree and would also add “improved cloud based products, icloud data/photo storage, Apple Music, etc” to the list.
However, I don’t think that these failures individually are the biggest issue Apple faces.
I believe Apple derived much of it’s strength (and ability to maintain profit margins) from having really good integration within an all Apple system. Personally speaking, I owned Apple products exclusively because they all worked very well together and they were great cutting edge products. I was reliant on and happy with Apple for everything. This was fine when they were aggressively innovating. The switching costs of moving outside an all Apple infrastructure for me was high, and a the few minor annoyances I had with certain products never warranted a change.
However by failing to innovate and keep up with competition, that has changed. I now use Spotify(vs Apple Music) for music, Amazon Echo for Home Auto/Voice commands, Google Drive (vs iCloud) for cloud services, Netgear (vs Apple) wireless routers, and would have gone with a non-Apple external display if I did not already have one.
Failing to innovate on these matters, really threatens the whole Apple “system” and business model. A couple years ago, I would have never even considered getting a non-Apple phone or tablet. Now since I use many non-Apple services and products, the added integration benefit of an iPhone is much less. I am much less inclined to pay a premium for Apple products, now that I no longer “tied” to an Apple system, and I don’t think I am alone.
Granted, it is extremely difficult to remain competitive and innovative in all these areas. However, by failing to do so they are not only losing out on individual services/products but more importantly their entire customer allegiance and relationship.