Yes, Nokia makes more than one type of phone, but they are in the end, a phone company. They aren't split between running so many different businesses. Especially given almost all of their smartphones run the same OS, you'd expect a high level of expertise in providing updates for that OS. Having more models doesn't excuse Nokia of providing support. If anything, having more models than they can efficiently provide support for is a massively insulting to customers.
If anything, Apple only needed one phone to conquer a massive market. Nokia is still making so many different phones, some with large differences, some minor (X6 = 5800+ capacitive screen) that changes are just pointless. Why release the X6 at all? It is just a pointless hardware focused effort. The phone might sell, but S60v5 is nearly done, in the summmer the new Symbian will arrive. Then X6 users will realize they made a mistake.
They release so many new phones that they end up dividing their efforts more than needed.
Actually you are wrong. Apple is both a hardware and software company. They both design and build their computers, and design and build the OS that runs on top of them. They design phones, tablets etc.
As I have already stated, Nokia has focused extensively on hardware and they've done a decent job, but they haven't been pushed when it comes to software at all, and with the new competitors they are finally feeling the burn of not focusing on software.
They do clearly have programmers who make some really terrible PC programs (PC suite replaced my MP3 codec for some reason and ruined my ability to play MP3s through WMP) but they don't seem to put any effort towards it. They spun off Symbian, they invested in Maemo, but again, no clear strategy.
People are still wondering what Maemo's future is. Now Nokia has announced Maemo will merge with Moblin, and that begs more questions. Is Maemo for phones obsolete? Are the N900 owners out of luck on a phone that is only months old?
Nokia releases firmware updates for Europe far in advance of North America. To a degree, that is acceptable because their business relies on Europe more than North America when it comes to smartphones. Still it doesn't impress customers to be left wondering when something that came to Europe months ago is finally going to be ready for them, when really the only changes that should be taking place are radio frequencies considering there are no other differences in the firmwares.
Customer communication and software support are pretty important areas where Nokia long didn't bother because they had few competitors. They got lazy, now they are paying for it.