Model 3 really is a masterpiece, IMHO. Affordable, more efficient than any other car, fantastic electric range and the fastest charging speed you can get, and as cutting edge autopilot/assist tech (not to mention infotainment) as you can get in any production car.
I wish someone would try to one-up the Model 3.
I know this starts to sound like I'm obsessing about the software but the thing is that I'm very much intrigued by the idea that a car manufacturer would actually continue developing features to a car you already own. There's even rumors about an SDK being released by Tesla at some point of application developers. I'm using Android Auto daily and I quite like it, but I live as I live in Finland it's not even officially released here so I need to side-load the app to get it installed and upgraded. Android 10 changes that as it's built-in, though. Still there are not that many applications that support Android Auto. I'm using Spotify, Google Music, Google Podcasts, TuneIn and Waze. All of those are usable, but for example starting a navigation with Waze means I need to stop to do so remember to start navigation before leaving. Yes, it supports voice commands, but pronouncing Finnish street names in English is quite challenging. And yes, it supports Finnish for voice commands too and navigation would be easier, but then I lose the possibility use Spotify with voice commands as artist/band names are not understood if I have Finnish as the language (#FirstWorldProblems).
Anyway based on Tesla's record so far, if they would release an SDK and build up an ecosystem for it, I'm pretty sure they would succeed with it too.
So yeah, there starts to be competition. VAG is bringing ID.3, Polestar will start selling their 2, Ford is bringing the so-called Mustang and even BMW will have EVs that look more or less normal cars. Still all of those are not as interesting as Tesla. I now drive a SEAT Leon which I bought as new 3 years ago. It has been in normal service twice and zero updates to software. Nothing to infotainment, nothing to engine, nothing to electronics. And when buying the car I didn't even think things like that. But now when following what Tesla does, it's a completely different way of owning a car. Like xvector wrote here already getting a new software upgrade is super nice for the car owner. The same is visible in fore mentioned Tesla Joni's videos. Now when thinking about the "real" car manufacturers like VAG, BMW, Mercedes and Polestar, I'm pretty sure they will sell you the car and that's it. I'm especially concerned with Polestar as the software is coming from Google - 5 years and it will be listed in killedbygoogle.com.
And that's why the Apple analogy is so fitting. No matter what you think about iPhone, iPad or Macs, they are being supported much longer than any other manufacturer does. My 2013 iPad Air is still getting regular OTA updates, even though it will not get the new iPadOS.