All companies make mistakes and bad decisions. If the company is big enough and the mistakes small enough it will survive, otherwise it won't.
The classic examples of computer manufacturer terrible decisions are how Commodore mismanaged the development of the Amiga. A problem made worse by the person they eventually sold the rights to. As someone said at the time if the same marketing strategy had been used by KFC there would have been posters imploring us to "Come eat our greasy, warm chunks of dead birds, served with extra grease."
So a line of computers that had a superb graphical/command line OS, smooth multi-tasking and a good chunk of the rapidly growing 3D rendering market was allowed to wither and die at a point when Gates was claiming multi-tasking wasn't necessary because the computer operator could only do one thing at a time, NetBEUI was the only networking protocol to be allowed and what do you mean, you can't write your own config.sys and autoexec.bat files?
Apple, I think, have always had at least three or four different and in many ways conflicing types of customer, with overlaps between them of course. As far as desktop and laptop computers are concerned at any rate. And some of them are like a religious cult - queueing for days to get an early example of what everyone who wants one will be using in a few weeks time, or even mourning the dead gods of the 68000 power PC chip and Apple OS of the 1990s.
Keeping the "I don't want a single uncool ugly, ugly wire or extra box on my nice tidy desk or to have to configure anything" crowd and the audio/graphics/video/dtp world happy at the same time is not an easy balancing trick.
As for other devices, the success of the iPad saw MS frantically trying to catch up and altering its desktop OS to make it much more like Windows on a tablet. A move not exactly welcomed with joy by we on the receiving end.