Topographic maps, cycling sensors, compatibility with TrainingPeaks... improvements that will arrive on most of Apple devices... Garmin, you only have the battery life to compete against the Apple Watch...
I have had the fenix 3 HR, the fenix 5, the fenix 5 plus, the fenix 6 and the fenix 7 and now I am considering switching to Apple Watch, not only because it already has most of the things that I missed, but because I guarantee that for 4 or 5 years my watch will be updated with the latest software news, not like Garmin, one or a maximum of two generations, your €900 watch becomes obsolete because you don't feel like updating the new software.
I'm not saying that I'm unhappy, I'm just saying that you have to improve those small details to build customer loyalty, not just to make money.
Regawds!!