The iPod's only notable hardware that wasn't just a random off the shelf part was the click wheel, the chips were all off-the-shelf (until old iPhone chips counted as that), and iPhones didn't get custom chips until the 4.
So I guess the other part of the winning formula is "use market dominance in one sector to subsidize expansion into the next". I guess that's indeed one area where Google could reasonably try to be less inept, but I think all the institutional inertia makes that impossible by now. They'll go the DEC route of just drowning in their own internal problems until someone buys them up.