Boeing played the market correctly here. When everyone was oohing over the A380 Boeing said super jumbos were on their way out and focused on the 787. If it hadn’t been for Emirates buying so many A380s to begin with it would have been a flop from the start (Emirates alone operates almost half of the A380s ever built). The future in long haul is mid-size highly efficient twin engine jets and here Airbus is scrambling…
Boeing clearly made the right call, but there's an element of hindsight at play. Emirates, Etihad and Singapore have been very successful as pure hub-and-spoke airlines and there's still a vast amount of traffic going through the major hub airports.
The lead time on new aircraft designs is immense - the A3XX project started in 1994 and took the first orders in 2000. Airbus made some strategic blunders and didn't respond quickly enough to market conditions, but in some respects they were just unlucky. Boeing's 747X project failed and they have struggled with sales for the 747-8, but they avoided heavy losses by re-using old IP rather than launching a completely new platform. Both manufacturers were caught off-guard by the events of 2008.