I think comparing companies to Apple is kinda silly as they're unique. They're in a position of such market dominance that they can afford institutional arrogance.

However, it's very illustrative in this situation because I think GoPro made the mistake of thinking they were Apple, and at their outset they were compared to whatever other dross was on the market. Unfortunately it went to their head (almost certainly they were run by MBAs instead of product people or engineers, or anyone who would actually use an action camera seriously) and they completely lost sight of what their product even was.

I think it's completely avoidable, they could have just kept trying to make good products instead of whatever subscription service bullshit they attempted. They saw they had market dominance and so they tried to rape their customers as best they could because they didn't see the customers as having a choice. Don't do that. They cashed in on their market position for short term gains and it destroyed their future.