Scott Galloway’s book The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google analyses the impact of the 800-pound gorillas of online technology: “Amazon, Apple, Facebook, and Google are the four most influential companies on the planet.” Galloway calls them “the Four Horsemen,” and Nick Bilton (author of Hatching Twitter) made the same point in a November 2017 Vanity Fair article: “The four horsemen of the coming economic apocalypse - Amazon, Apple, Alphabet, and Facebook - have already flattened entire industries.” (Alphabet is Google’s parent company.)
Referring to the same tech oligopoly, former Google CEO Eric Schmidt called them the “gang of four” at the D9 conference in 2011: “Obviously, one of them, in my view, is Google, the other three being Apple, Amazon, and Facebook.” Schmidt and Jared Cohen discussed the same four brands in The New Digital Age: “We believe that modern technology platforms, such as Google, Facebook, Amazon and Apple, are even more powerful than most people realize”. The Wall Street Journal (on Boxing Day 2012) assessed the rivalry between the same four firms (“Apple vs. Google vs. Facebook vs. Amazon”).
The Economist (on 1st December 2012) also highlighted the same quartet: “THE four giants of the internet age - Google, Apple, Facebook and Amazon - are extraordinary creatures. Never before has the world seen firms grow so fast or spread their tentacles so widely.” In a cartoon for the magazine’s cover, David Parkins depicted the companies as giant squid. Continuing the cephalopod metaphor, an article by Galloway in the March 2018 issue of Esquire featured an illustration by Andrew Rae representing the four companies as a giant octopus. A cartoon by Matt Kenyon in the Financial Times (23rd April 2018) showed the so-called FAANG group (Facebook, Amazon, Apple, Netflix, and Google) as a mechanical octopus, and in the FT on 17th June 2019, Kenyon depicted the group (minus Netflix) as a steam train.
Farhad Manjoo has also written extensively about this group of big tech giants, initially in a Fast Company (November 2011) cover story: “Apple, Facebook, Google, and Amazon battle for the future”. Adding Microsoft to the mix, Manjoo calls them “the Frightful Five” and his 6th May 2017 New York Times column featured an illustration by Doug Chayka showing a raft formed from the five logos. A photomontage by James Ferguson in the Financial Times on 15th November 2017 showed the same five as UFOs over New York. The cover of The Economist this week, by Justin Metz, shows them as five charging robotic bulls.