Part of the problem is they've lost the App Store advantage they had. Instead of mainstream applications being developed on Xcode and ported over to Android (or only apps on iOS), we're starting to see generic apps written for both platforms. This is like the bad old 1980s era commercial software, where a company would have to port code over to multiple systems. It was pretty easy to figure out by the way the software took advantage of the various features of a specific system what the core code was written for. So if a program was written by a team who's primary platform was Apple ][, the port never took advantage of sprites on the Commodore 64 or Player-missile graphics on the Atari. And if the team was well versed in SID chip audio, that knowledge almost never ported over to Atari.
I'm seeing the same thing in the App Store with regards to mainstream (highly marketed) software, and especially new hardware. I picked up a bluetooth enabled blood pressure cuff recently, which specifically stated in the description that it would work with iOS and Health Kit, but only after I was prompted to create an account on their cloud service that was a generic front end for all their other health related products. The only reason that would be needed at all is because there's no Android equivalent of Health Kit.
Once iOS becomes the second fiddle in developers' minds it's game over. I'll hold on as long as I can, and continue to seek out and support truly native apps, but I feel Apple might be headed down that path they found themselves in the 1990s, where they had a few niches, maybe some innovation, but no way to get the attention of developers.
And lower the d*** prices!