In the next several years, Tesla will see competitors release comparable long range EVs, at prices similar to Tesla.
While Tesla may introduce FSD first (because of Tesla's quick over-the-air update process), other vendors will also have their own FSD.
And while Tesla has a huge advantage with the Supercharger network, it's likely there will be an alternative network established at some point that supports the other manufacturers.
This means in several years, Tesla's current differentiators may disappear. At that point, Tesla's non-AP software could become a differentiator for purchase decisions - and unless Tesla does more to provide more functionality - and to improve the quality of the software releases, Tesla could be at greater risk in losing sales to other manufacturers.
We've rented ICEs at much lower price points than our S 100D and S P85 - and those cars have had better smartphone integration, and the car we rented last weekend had real-time traffic notifications (accident or traffic jam ahead between exits xxx and xxx).
If Musk wants to maintain Tesla as a "prestige" brand (when there are serious EV competitors), they really should take a hard look at their non-AP software - establish a goal to bring their software to at least a level comparable to other manufacturers, and, even better, to establish a goal of being the market leader.
Since the Model S was introduced, we've had a stream of missed promises - we still don't have features promised for the first Model S cars - like a WiFi hotspot (which would never have made much sense with 3G anyway), on-board music storage (which was part of the premium audio upgrade), and a Tesla App Store. Since then, Musk's talked about items like increased user interface customization, the operating system upgrade (which may be getting close), improved browser (also late - but could be coming soon), 3rd party app development (promised, but appears to have disappeared from their roadmap), and smartphone screen sharing (Apple CarPlay, Android Auto, or alternative). Plus, the media player & navigation software lack obvious features (playlists, shuffle mode that is actually random, restoring the last played USB song after changing media source, waypoints, route customization, ...).
As a longtime Tesla customer - with two Model S today and two Model 3's reserved, if another manufacturer offered a similar EV, the onboard software could be a factor in converting our Model 3 reservations to orders. And if that's true for a longtime Tesla customer, Tesla should be concerned about the new customers they'll need to attract...