When Google doesn't do this, they have to rely on marketing. See Wave or Buzz.
The Cube was a failure, although I'm not exactly positive it's exactly within 10 years.
.Mac (or MobileMe) hasn't been as successful as I think apple believed it would be.
I understand that Apple had more than enough failures in the 80s and 90s, but honestly they are basically a different company since 1998 when Steve Jobs came back and completely changed the trajectory of the company.
They have managed to have basically no significant failed products at all in the entire term that Google has existed at all as a company. Google and Microsoft have had several extremely high profile failures, and dozens of failures as minor as the most significant failed product that Apple had.
The stock price of the company went from 3.5 in 1997 to 350 in 2011. I just don't think that the Newton is at all relevant when talking about how careful the respective major companies are to avoid large public failures.