They're getting Innovator's Dilemma'd, the same way that Bell Labs, DEC, and Xerox did. When you have an exceptionally profitable monopoly, it biases every executive's decision-making toward caution. Things are good; you don't want to upset the golden goose by making any radical moves; and so when your researchers come out with something revolutionary and different you bury it, maybe let them publish a few papers, but certainly don't let it go to market.

Then somebody else reads the papers, decides to execute on it, and hires all the researchers who are frustrated at discovering all this cool stuff but never seeing it launch.