Sometimes it goes the opposite way. Look at how HP killed Palm yet has gone on to make a lot of money just selling reliable computers to enterprise clients.

For Intel it was complacency. They saw ARM as the architecture of the Raspberry Pi and the games industry too reliant on x64 for it to fail. Apple took their lunch away.

But now Apple have become the complacent ones, turning into HP by churning out reliable but ultimately unexciting products.