Xerox, IBM, and Microsoft were unable to stay innovative. All three brands had huge missteps entering emerging market categories. Xerox stumbled during the PC t

Xerox, IBM, and Microsoft were unable to stay innovative. All three brands had huge missteps entering emerging market categories. Xerox stumbled during the PC transition, IBM with commodity servers, and Microsoft with mobile. The risk of building a brand is building an inflexible brand that doesn't have the agility to change. It's true that trying to enter every market and own a huge market share in it can lead to lower risk of having to stay ahead of every innovation (as we can see with Google and its inability to productize AI properly) but since Apple's turnaround its execution has been top notch, and that was 20 years ago. With products like the Vision Pro Apple is explicitly trying to avoid losing the innovation race that Xerox, IBM, and Microsoft did.