A tale of two Microsofts
For the first decade or two of its existence Microsoft was notorious for its "borrowing" ideas and products from the competition. They'd reverse engineer products, buy firms, do interesting things to put other firms out of business. The anti-trust case only skimmed the surface of Microsoft's mischief. Once Microsoft became THE dominate force in the industry they adopted an NIH (not invented here) mentality. If Microsoft didn't think of it, it couldn't be important. Mobile phones and devices are an excellent example of this. Just as the GUI transformed personal computing, the iPhone transformed the mobile industry. Anyone who took a serious look at the offerings of the day from Nokia, Sanyo, Samsung, and Apple would quickly realize this. Microsoft failed to see a watershed event in technology and chose to ignore it. Worse, they discouraged everyone working at Microsoft from getting an iPhone.
In 2015 while traveling in Europe I went to get an in-country cellular service for our phones. My USA carrier didn't properly unlock my phone and I ended up getting a cheap "burner" phone for our trip. For €79 I could get either an Android or Windows phone. I asked for the Android model. The phone shop then offered the Windows phone for €35, then free. I still got the Android model. We activated the phone. I logged into my Google account and all my contact and trip information downloaded flawlessly. We were ready to go. The store was impressed and acknowledged this wouldn't have worked on the Windows phone. They offered me a Windows phone, just to play with. I declined. They smiled and said 'we understand. we can't give these phones away.' This little (true) story speaks volumes about Microsoft. The poor quality of their phone OS was obvious, even to the casual bystander. How did things get so bad at Microsoft?
Now let's consider an interesting hypothetical... What if Microsoft had gone to Google and licensed Android? Can you imagine the quality of the integration between Android mobile devices and Windows personal computing that could have been? It would have secured Microsoft's place in desktop computing for decades to come. We could have had a high quality, fully integrated Android VM as part of the Windows OS. Nokia engineering with an Android OS and with Microsoft's full support would have resulted in a truly great product. Fortunately Samsung had a better vision and better management -- and they seized some of the opportunity.
It is important to study the competition, observe market trends, and talk to one's customers. A NIH business culture tunes out feedback and keeps important visionary information from reaching the corporate decision makers.