Tech hubris is perhaps most often found in tech companies that have done well. Imagine if you started your company in a garage somewhere with one product in a brand new product category. And it sold like hot cakes, and you entered other product categories, and the stuff you designed sold like hot cakes. You might come think you had a golden - perhaps even titanium - touch. Then along comes reality, and suddenly you're on the defensive .
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You can understand why the tech bros at Apple think they can do anything. Apple transformed computing, and portable music, and phones. So why not transform movies? The short answer is because getting movies made and distributed is really hard, and in ways that making tech products is not. If you've ever produced a movie -got it into the can and into theaters and up for awards - then you would know that what I just said about making movies is true. And you not be surprised that Apple has stumbled on its first attempt. Making the hardware and software that delivers content is way different from coming up with content that can pass all of the legal, ethical, and artistic hurdles to production and release.