Google Facebook Apple Amazon Microsoft
Search Engine Google Facebook Search Spotlight A9 Bing
Mobile Messages Allo Messenger, WhatsApp, Instagram Messages Skype
Video Calls Hangouts, Duo Messenger, WhatsApp, Instagram FaceTime Alexa Skype
Photos Google Photos Facebook Photos, Instagram Apple Photos Prime Photos Microsoft Photos
Music Store & Streaming Google Play iTunes Prime Music, Audible Microsoft Music, Groove
Email Gmail iCloud
Browser Chrome In-App Safari Silk Internet Explorer
Cloud Storage Drive iCloud Cloud Drive OneDrive
Social Network Google+ Facebook, Instagram LinkedIn
Friend Google Siri Alexa Cortana
Phone Nexus, Ara iPhone Fire Phone Windows Phone
Tablet / Reader Nexus iPad Kindle Fire Surface
Laptop Chromebook Macbook Surface
Operating System Chrome OS X Windows
Mobile Platform Android Parse iOS FireOS Windows Mobile
Home Automation Google Home, Nest HomeKit Echo
Talking Cylinder Google Home Portal HomePod Echo
Maps Google Maps Apple Maps Amazon Maps API Bing Maps
Self-driving Car Sure Uh huh Yup I guess? Eh.
TV Chromecast Apple TV Firestick, Instant Video Xbox Video
News Google News Instant Articles Apple News
Books Google Play iBooks Kindle
Programming Language Go Hack Swift .Net
Movie Trailers YouTube iTunes Movie Trailers IMBd
Payment Funnel Purchase with Google Buy Button Apple Pay Amazon Payments
Advertising AdSense Facebook Ads iAd Amazon Advertising Bing Ads
Live Streaming YouTube Connect Facebook Live, Instagram Live
Virtual Reality Daydream, Cardboard Oculus Rift HoloLens
Cloud Platform Google Cloud AWS Azure
Productivity Software Drive iWork Office
AI Platform Brain FAIR DSSTNE Tay
Fitness Tracking Fit Moves Apple Watch, Health Band
Groceries Express Whole Foods, Fresh
Internet of THINGS OnHub, Brillo Parse for IoT HomeKit Echo, Button Azure IoT
Calendar Google Calendar Events Calendar App Microsoft Live Calendar
Reminding Tasks On This Day Reminders Wunderlist
ISP Fiber Whispernet MSN
Single Sign-On Yes Absolutely No Yes Nope
Undersea Cables Unity Marea Hawaiki Marea
Airplane Aquila Amazon One
Real Estate Facebook Apartments
Processors Whitechapel M1 yes custom AMD & Qualcomm


The Stacks are like vertically integrated social media empires, and we've got five of them ... Google, Facebook, Apple, Amazon, and Microsoft.

If you're a Stack, you've got this capacity to route on the internet ... but you don't really have the values of the internet ... so you want the internet to be seen basically as the legacy internet, and your task is to pull people out of what they call "the internet" without them realizing that they've actually entered your stack.

If you're a Stack you've gotta have an operating system. Even if you don't have one you've gotta build one. If you're Google you have to build Chrome, and so forth. If you're Amazon you've gotta come up with your own internet hardware. You have to have a kind of sociality component so that everybody in your stack will stick together and corral themselves for you. ... You need some kind of pet mobile device ... you need a slab, some kind of extra gizmo that's not really "of the internet" and that it's easy to funnel stuff through. And you need a marketplace, you need to sell stuff, and you need an internal payment system so you can suck money out of people without them actually going onto the internet and messing with eBay's weird bullshit thing. You want your own finance system, and some productivity software, you might want to throw some of that in so you can make them work and keep them busy.

Basically it's this kind of vertically integrated silo. ... And there's an internet layer in there so I can send email or whatever, but you don't really want me to do that, you want me to use an internal messaging system, or posts or likes or touches or grabs, pokes, circles, whatever euphemism you've come up with for the fact that somebody's in your stack.

The future of The Stacks is basically to take over the internet and render the internet more or less irrelevant.