We talk about what happens when people put unrealistic standards on themselves they can't live up to, and the self-destructive cycles that can follow; but what happens when it happens to companies?
When a company defines themselves internally as "we're #1, we'll always be #1, because we're the best, we can always get away with these margins"? If the company starts losing, or falling behind, or is criticized for not innovating, they don't know how to cope. They start overcorrecting, overreacting, promising things early, overestimating their abilities, following trends... pride kills companies, just like people.
We live in a time in tech, where it seems to just be beginning at Apple, but ironically, their old partner Intel got so high on that feeling during the 2010s, then was burned to the point of struggling to maintain its existence as a unified entity. Apple in the 90s, and Intel right now, should be a massive warning to Apple that nothing is infallible.