[ghaff]

Certainly, Apple could have basically died at various times.

I could also name a ton of massive B2B software (to say nothing of hardware) vendors that died over time.

Yes, Microsoft basically transformed themselves from a B2C vendor (where they're now increasingly irrelevant) to a mostly exclusively B2B vendor. They're basically Azure at this point plus Office365 for their base. I wouldn't bet on the future of Xbox at this point.