Which parts do you think are doing poorly?

The names of their products. How do you keep anything straight when the name of each product is UUID?

That's easy, UUIDs are unique, so it's easy to tell them apart, although it's hard to group them. Much better than deciding what the heck 'new iPad' means or if you want a new old 3ds or a used new 3ds, or if updating iOS means your phone or your router.

Just because Apple has had some bad names doesn't make Sony's names better. Don't compare Sony's naming conventions with iPad, compare them with iPhone, which is significantly easier.

Q: Which iPhone do you have A: iPhone 12 Pro Max (I choose this one because it's one of the longer iPhone names)

vs

Q: Which Sony headphones do you have A: MX 4 or something like that. Let me check my Amazon order history. Oh yeah, here it is. The WH-1000XM4

I'd much prefer the iPhone naming convention to what Sony does, and Apple having screwed up the iPad naming doesn't really excuse Sony here.

Naming things is still one of the harder problems in computer science. The iPhone 12 Pro Max is descriptive, but doesn't say everything. How much storage it has, how many sim slots (there are dual-nano-sim iPhones in special regions) it has, the modem and antenna configuration, the color. From Apple's POV, the plebs don't need to know the difference between A2342, A2410, A2411, and A2412 versions of the iPhone 12 Pro Max and it's not clear that they're wrong.

My favorite new naming scheme they've decided on is the new Xperia phones. Apparently they're now on the Xperia 1 III.

I once replaced a Motorola Moto G5 with a Motorola Moto G 5G.

To be fair, Cisco IOS and Apple iOS are not from the same company and aren't really in the same field.

Sure, but Apple had to buy the rights to the trademark for iOS from the same company they had to buy the rights for the trademark for iPhone.

Hardware is generally great but their software and UI are often crap.

I think the problem for this is they have separate divisions often developing the bits and bolts behind their consumer/business hardware who are doing very high quality and innovative engineering and then the separate company developing the actual devices that use that hardware is more of an afterthought. They just want to sell the bits and bolts to everyone else as well.