Forgetting why Apple exists
Apple exists because it opened up to public standards when it released OS X. Suddenly you could bring a Mac to work and connect up with everything else, and people did just that. There was modern software, open standards, backwards compatibility APIs, and familiar programming languages that pulled in developers. THAT is when Apple didn't go out of business. That is why Apple exists today.
The iPhone made Apple famous but it happened long after they nearly went out of business selling shitty Performas running MacOS 8 and 9 in slow motion. With that fame, Apple has started viewing the rest of the world as competition to crush or enslave. It's quite a shock when you can't buy a new Apple product because it's so locked down with proprietary mechanisms that it actually doesn't work with your older Apple products. This is when Apple starts failing again.