If you need to completely re-think your business just to survive, it means you missed a major shift in the market. It means your perception of your business and its realities are wrong, and you need to fix that as soon as possible.
In the past, Apple’s placed bets on new markets that have ultimately succeeded. Just take a look at the portable music player market. They’ve been able to recognize trends before they happen. Google’s hoping that’s the case for them, too.