As for "advanced technology", Apple is far behind Microsoft and Google these days when it comes to cutting edge stuff, but this is mostly because they both have fingers in a lot of pies while Apple restricts itself to a few highly profitable niche areas.
I think there's a blurry place between marketing and UX where Microsoft falls flat.
For example, Windows got "Shadow Volume Copy", and then OSX got "Time Machine." Windows could have done something exactly like Time Machine given Shadow Volume Copy, but they didn't until Windows 8 (File History Backup.) And so people use Time Machine as the example when they ask questions like "but if my computer is getting backed up, and it contains my music library, is that fair use?"
Now, is that a marketing failure, a UX failure, or something that's not quite either? Either way, it's a failure to create something users will want to talk about.