1) Taking too long to come out with Sailfish when the world has more or less consolidated into two major platforms - ios and Android.
2) Putting in Android compatibility instead of Harmattan apps compatibility. Android compatibility stunts the development of native apps while Harmattan compatibility would be an upgrade path for millions of N9 users plus ensured a pool of quality apps at launch.
3) Doing nothing to promote the development of native apps - no developer units, no developer programs, no contests, no resources and leaving the SDK in an alpha state until the phone was about to launch. Result - almost no native apps at launch. 4) Refusing to prioritize the shipping of early units to developers begging for them in order to test and release native apps. Strictly going on a first ordered first served basis resulted in early units being flogged off on e-bay and auction houses for insane prices.
6) Not setting up a bug tracker and saying they have no time to read bugs so don't send them any bug reports.
7) Wasting their 5 mins of fame and free publicity by launching a buggy beta os unfit for general users. Jolla may improve its os later but will the world know about it?