That's bravery, releasing a new product incompatible with anything else. Many others have tried and failed. The Commodore Amiga. Even the NeXT, though eventually the OS was ported to run on standard hardware. There's risk with innovation.
Big corporations hate risk.
No wonder they flock to the Windows standard. It may not be that good, but it's good enough. Mainly, it's the norm. There's security in the norm. If the whole ship goes down, almost everyone will go with it, so there's no specific person to blame for the tragedy.