Occasionally, disruptive technologies emerge : innovations that result in worse product performance, at least in the near-term. Ironically, in each of the instances studied in this book, it was disruptive technology that precipitated the leading firms’ failure.

From ‘The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail’ by Clayton M. Christensen 

 This is something Apple does pretty well, it gets in 2nd or 3rd but learns the lessons of number 1. Not always, see Newton, Copland, but often.