One of my recent revelations was when I told my teen children "... a company like IBM". To what they said "what is IBM??" They know all the large tech companies but that one was a surprise to them, they had a look at Wikipedia and said "ah yes, it was a great company in your times". Time to get some wine.
IBM portfolio isn't targeted to consumers like Apple's or other companies, even at peak IBM it was an office name, not a household name. The only consumer facing product they had for the longest time were cash registers, and those aren't particularly hip as to live in consumer imagination Edit: in today episode, hacker news forget they're a niche cohort.
Even if this were the case, they would have been part of nearly every office in one way or another and they certainly are not now.