They're also very very rarely the first mover. Apple comes in and innovates against something that existed but was user hostile. It actually did happen to App

They're also very very rarely the first mover. Apple comes in and innovates against something that existed but was user hostile. It actually did happen to Apple over a long enough horizon, they cornered the paid digital music market by perfecting it, and upended it, and didn't innovate/upend again, and along came Spotify to upend it for them.