We're halfway through 2019, I'm sitting in a small eurozone country and still can't give them my money and order a Google Pixel properly from their site. Using this example because I consider a phone to be a relatively expensive device that probably generates a good profit over its lifetime. Other non-hardware products which produce smaller profits, such as activating a magazine subscription on the Google News application probably don't even register on their radar.
Apple, with all its failings, is always there and never misses the opportunity to ring the cash register. Sometimes they move slowly, but always make it eventually. Won't even go to non-hardware players like Netflix.
Come to think of it, maybe having so much cash is a mixed blessing for Alphabet, because it could be the actual cause if the above mentioned behaviour.