I see the iWorks apps as the evolutionary product of the integrated app.s suites that were common decades ago. I'm an older Gen. X guy. I remember when I got a 386 Windows PC back in my college days. Expensive! Home computers were pretty new to my parents (aside from the Commodore 128 system I got for high school graduation), so Dad naturally asked what I could 'do' with it. Well...play Solitaire and maybe mess with Paint until we bought some applications/programs for around $30 - $50 apiece (and I'm not talking Word, Word Perfect, etc...). Naturally he was a bit flabbergasted that we'd paid all that money to get something that couldn't do anything but play Solitaire out-of-the-box (this was before public Internet access, online downloads, etc...).
Microsoft Works was a somewhat 'watered down' integrated application suite thought to adequate for the needs of home users. And it probably was, except Word and Word Perfect were the recognized standard, 'integrated suites' were recognized as at a lower standard than the 'real' professional app.s, and since people often learned on-the-job or in classes, they often learned on the professional apps. The professional app.s and suites were very expensive (and if you account for inflation, very expensive, especially since many people only wanted Word or Word Perfect), but software piracy was rampant. I think it wasn't common to hear someone say they wrote a letter or paper on Microsoft Works. Apps didn't get the slick names and focused branding/marketing.
Google Docs reminds me of that approach, only strongly online-oriented. That online-dependency adds to why the integrated suites didn't catch on more strongly.
People these days are more knowledgable about computers and the need to by programs/app.s (or download free ones), but there's still that need that the computer be able to 'do something' right out of the box. Web browsers, e-mail and messaging app.s get the party started, but it's nice if it can write a letter.
In order for Pages to break out of 'integrated suite' second class citizen status, it'd have to stop being a Mac-exclusive. We are too small/niche a market to support a success level on par with Word, even amongst Mac users. Judging by what happened as Word via incorporation with MS Office overtook Word Perfect, iWork apps in general would have to do that.