There's a huge case of survivorship bias when trying to recall historical analogues, because in every instance where margins collapsed and competition made the industry a commodity business, the big proprietary names are no longer with us. Here's a selection of examples, though:

1. Memory chip margins collapsed so much in the 80s that Intel exited the memory chip business entirely. At the time, they were known much more as a memory chip company than a microprocessor company.

2. Margins for high-end workstations collapsed in the face of cheaper IBM PC clones and an explosion of MS Windows software. This led directly to the deaths of SGI, Sun, Symbolics, Lucid, LMI, etc.

3. Proprietary UNIX variants like HP-UX, IRIX, AIX, and SCO Unix have basically completely died out, replaced by lower-cost proprietary OSes like Windows and MacOS, or by open-source descendants of Linux and BSD.

4. Many commercial database vendors like Oracle, dBase, Sybase, FoxPro, and Microsoft (SQL Server and Access) found themselves very much under margin pressure from PostGres, MySQL, and SQLite. Oracle survived thanks to their massive installed base and legal department, and Microsoft survived because they could cross-subsidize from their OS and Office monopolies, but dBase, Sybase, and FoxPro are no longer with us.