If there was a significant enough market for providing more interior space for the second row seating, they might have a better "executive seating" option with the Model X by removing the 3rd row, and pushing the second row back - and still have room for full reclining, due to the increased headroom. The Model S really doesn't have enough space to make "executive seating" work well.
AP 2.0 puts Tesla ahead of other competitors right now - with the potential to buy hardware today that may eventually provide full self driving - a feature that is unlikely to be in vehicles from any other manufacturer for several years.
Compared to my late 2012 P85, Tesla has added quite a few features to the Model S - power folding mirrors, parking sensors, collision avoidance, automatic emergency braking, LED adaptive headlamps, bio-weapon air filtration, enhanced autopilot, (future) full self driving, all-wheel drive, premium leather seats, center console, back cupholders/USB ports and air cooled front seating ventilation. Plus, compared to the 90D, range has been increased by 30 miles at the same performance (4.2 seconds for 0-60).
Tesla may be able to provide quite a few new features through OTA updates on the hardware that is being manufactured today.
Whether Tesla adds Apple CarPlay or Android Auto or comes up with another screen mirroring solution (which Musk had previously promised), Tesla is falling further behind on smartphone integration - and needs to do something (much less expensive cars do text to voice for text messaging).
The current navigation software and even the "new" media player lag behind in functionality of what is available in other vehicles and smartphones. While the Tesla user interface looks nice (though may not be that usable in some cases - like changing audio sources), the functionality continues to lag behind expectations (no playlists, no waypoints, no route customization, no notification of upcoming traffic restrictions, ...).
Since the Model S was first introduced over 4 years ago, we were promised a 3rd party App Store - and we still don't have access to anything other than Tesla's built-in basic apps and a few clever web browser apps. Apple CarPlay, Android Auto or screen mirroring could provide an alternative to the App Store (by using smartphone apps) - but even if they do that, there may still be value in having some apps running on the car's processor - and have controlled access to the car's capabilities (such as tracking the location, speed, direction of the car).
And, we are still waiting for Tesla to provide software without major and obvious flaws. Since sleep mode was first introduced almost 4 years ago, the media player gets confused when re-entering the car. The Google satellite maps look great, but often have large blank spaces when the maps aren't being downloaded (can't we get local map fragments cached in the car?). Anyone wanting to listen to audiobooks have to use their smartphone because USB playback still forgets location inside USB files. And in the recent software, phone calls get disconnected when changing the volume during a call. Tesla owners have been surprisingly willing to accept the software flaws - not clear new owners (of the Model 3) will be as forgiving of software flaws...