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Tech Giants have become more than household names; they have become integral parts of life. Apple, Amazon, and Google have enjoyed a long-running supremacy that will go down in history, but has their dominance gone too far? The United States Justice Department and the Federal Trade Commission have gone into action, suing these tech conglomerates, citing antitrust laws prohibiting one company from monopolizing an entire market.
Apple's supremacy in the smartphone market is nothing to sneeze at, with a Gen Z survey saying that 87% of US teenagers own an iPhone. Based on the massive lawsuit, Apple broke the law by carefully tailoring its app store and customer experience to keep their customers buying Apple products. The green bubble was more than a distinction between Apple and Android; it was a way to restrict Apple users from using any products but their own in order to achieve maximum efficiency. With Apple Pay exclusivity and the Apple Watch being almost exclusive to the iPhone, Apple has and will have its fair share of legal troubles.
Set for late 2026, the Federal Trade Commission is taking Amazon to trial for gaining enough market share to be considered a monopoly. The online retailer is accused of unfair strategies and anti-competitiveness in attempting to eliminate competition. This could shake up the entire e-commerce landscape with the FTC’s efforts to pry Amazon from their monopolistic control in order to restore ecommerce competition. Will we see Amazon broken up within the coming years?
A US judge has found Google to be an illegal monopoly, and this one simple ruling can change the entire digital landscape. Google has become a powerhouse not only in search, but also video and the paid ads space, creating almost any type of ad inside of their platform to be run on their many networks. This landmark decision against big tech didn't remedy the issue, but Google may be forced to change its practices or sell parts of its business. With wide implications, marketers need to keep on top of news like this and others.
As Apple, Amazon, and Google face mounting legal scrutiny, the outcomes of these cases could dramatically reshape the tech landscape as we know it. While their innovations have undoubtedly revolutionized how we live and work, it will be crucial for businesses, marketers, and consumers alike to stay informed and adapt to the evolving digital environment. The era of untouchable tech supremacy may be nearing its end, and the future holds the possibility of a more competitive and diverse marketplace.
