Apple, Amazon, Facebook, Microsoft and Alphabet, the parent company of Google, are not just the largest technology companies in the world. As I’ve argued repeatedly in my column, they are also becoming the most powerful companies of any kind, essentially inescapable for any consumer or business that wants to participate in the modern world. But which of the Frightful Five is most unavoidable? I ponder the question in my column this week.
But what about you? If an evil monarch forced you to choose, in what order would you give up these inescapable giants of tech?
Great question. I love thought exercises.
My order (from first dropped to last):
Facebook. I love Instagram, but could live without it. I don’t use anything else Facebook offers.
Microsoft. The only Microsoft product I use regularly is Skype, for podcasting, and I suspect I could find another solution. (If I couldn’t, I might have to rethink my answer here.)
Amazon. I buy stuff from Amazon almost every week. I just counted — 11 orders so far in 2017. My wife buys stuff from Amazon even more frequently. But just about anything we buy at Amazon, we could buy elsewhere. It’d be painful to replace, but not irreplaceable. There are a couple of shows exclusive to Amazon Prime that I enjoy, but none that I love.
Alphabet. I already use DuckDuckGo as my default search engine, so giving up Google search would be frustrating at times, but not a deal breaker. I use a few email accounts backed by Gmail, but I actually dislike Gmail, and have been procrastinating on moving all my mail to FastMail for years. I despise Google Docs. I don’t use any Android devices other than as a curiosity. I greatly prefer Safari over Chrome. YouTube, however, is irreplaceable, and so essential that it pretty much singlehandedly catapults Alphabet to #4 in my list.
Apple. I mean, come on. If not for Apple I’d be stuck using computers I don’t like and a phone that I consider a distant second-best. With all the other companies on the list, what I’d miss most are certain of their services — Instagram, Skype, Amazon’s store, YouTube — but Apple is the only company in the world whose hardware I consider irreplaceable. And you need the hardware to make best use of the services from any other companies. And that doesn’t even touch upon Apple’s crown jewels: the MacOS and iOS software platforms.