The advantages of a single platform are as obvious as the disadvantages. In that they are often whatever you want to frame them as for a narrative.
I do think Google will continue to get results out of their tooling, as long as they are investing in the tooling. But that is not zero cost. Is it worth it for what they are doing? Largely seems to be.
But it isn't like they are that much more successful at software projects than any other company? They are still largely an ads company, no?
> But it isn't like they are that much more successful at software projects than any other company? They are still largely an ads company, no?
They have a ton of other software in 2026. And they have a pretty diverse (and diversifying) income stream today. Like 30-40% from non-ads.
Is it worth it? That’s for them to say, but they can ramp up cloud services at scale pretty fast as a core competency.
I mean, ads is 73% of revenue. Of the rest, ~60% is Cloud, ~35% is hardware and subscriptions and app store fees.
So, sure, lots of spots for software there. But still nothing that would make me think of them as a software company. Or, worse, a lot of software that I don't have a strongly favorable view on. :D
The Acquired podcasts on Google are a solid background.
https://www.acquired.fm/episodes/google
Google is an ads company with a large amount of infrastructure to back it up.
Sure, the money is mostly in ads, but serving searches, AI, youtube, and all the rest at the scale Google does it requires a technical tour-de-force. Does Google do it better than everyone? Absolutely not. But it does it better than many.
Certainly it isn't the _only_ way to do it--other companies also manage to do it. But not all that many at the same scale. It's an existence proof that you can.
Most of what they do really really well, though, is accomplished by massive amounts of spending. That isn't a knock on it.
Consider that they spend more on trying to build up and support this central IDE than most companies dream of losing in productivity to not having this.
There are things people do in Borg that when ported to our own public cloud kills entire regions. Sure you get limited choice but things work at global scale without thought
If GCP was its own company it would almost be a Fortune 50 company on its own. Youtube would be a Fortune 100 company. That seems a lot more successful than most software companies.
Meta on the other hand, really just has ads.
Question is if it got there purely on the merits of the software? Marketing and general infrastructure build out were far more influential in their rise.
Again, I am not meaning this as a knock on their strategy. It is valid and is producing real results. I just don't think their unified IDE is a meaningful contributor to it. The equivalent of boots on the ground is far more of a contributor there.
I had similar complaints about AWS back in the day. It wasn't a lack of ML offering in AWS that made Amazon Photos less useful than Google's photo offering. Despite what some internal folks would say.
Google has chosen to invest all across the stack in numerous ways. Why do they have 180k people working for them? Because they design their own racks, build their own machines, built their own network, designed their own databases, built their own scheduler, created their own build system, and yes invested in developer tools. I don't know what the coefficients are for each one, but you can go find plenty of older software companies that only try a handful of these and skimp on the rest.
I don't believe any of those companies have as many billion dollar successes as Google. They aren't the only company to do this, but they certainly do it at an unprecedented scale.
Totally.
GCP makes more revenue than Oracle, which is in the 96th spot. Also YouTube was 2x Paramount revenue in 2025.
The catch is that you need to build good software so people use it so that you can show ads
The caveat to that, though, is that "good" is another term that you can frame however you want.
> But it isn't like [Google] are that much more successful at software projects than any other company?
I re-read this several times trying to figure out where the irony was hidden. But... it's not there?
Do they have more success in software products than other companies, though? Most of the software many of us know from them, were acquisitions. They still do heavy acquisitions. Notable that they have double the acquisitions of Amazon. They are on par with IBM. A colossal amount of money spent to make things happen.
So, again, are they that much more successful at software than other companies? They have more hilarious flops than any other company.
Don't get me wrong. I still use some of the stuff. I don't hate them. I don't even think they are particularly bad at things. I just don't think they are any more successful than other software companies. Specifically at the software side of it.
Think for a large tech company, they did a really good job with success in software. For exammple, they were probably the first large tech company to realize AI was actually working, and made it their focus:
https://www.businessinsider.com/sundar-pichai-wants-to-build...
And yeah, they did/do a lot through acquistions, but seems like most major companies screw up acquistions. Google has it's fair share of failed acquistions, but especially in the earlier half of the company's lifespan, they really did some great one: Youtube, Google docs, Nest...
maybe am biased, but have always thought Google in general does do it better than most tech companies. think it's their focus on the love of interesting ideas vs the love of money (although, that changes more and more as the company ages)
My point on the acquisitions was that a surprising amount of their successful software was not made in house. Again, I don't mean it as a knock against them, necessarily.
AI is an odd example. For one, a lot of the research there is from acquisitions. Somewhat feeding back to my first point. They also were seen as tripping up on a lot of the current AI race, no?
Referring to DeepMind in the UK? Ah yes, that’s definitely through acquisition.
But even though their AI models aren’t the absolute leaders in every field, all their models are near the top, across the board. Yeah, their recognition of this current dominant trend before any other major company has given them a big advantage in the number of fields they’ve applied AI to. For example, by putting their full weight behind DeepMind early on, they had a bunch of models before anyone else dealing with topics from protein folding to playing games. Think for them, this might be the right strategy. Explore as much in AI as you can, and figure out the ways it is truly revolutionary. Don’t focus so much on creating products that will make money today or even in near future. Take the long view… hmm, actually, a good example of this is Waymo, it seemed stalled out a few years ago, but is the clearly the best self-driving cars currently out there and finally growing market share.
Also, it was their researchers who kicked off the LLM race with their seminal paper on transformers in 2017 (yeah, they should have released an LLM first, but think they have made up for it since then).
Yeah, am trying not to be overly enthusiastic, but still, despite a couple of big mistakes in AI, they seem to have made mostly correct calls for the past ~10 years. It’s an impressive track record at least to me.
Similarly, I'm not trying to be overly damning. And again, I don't think what they are doing is necessarily a bad strategy. I just don't think of them when I think of good software practices, sadly. If anything, I think the opposite. In that there are few things more unstable than trying to take on a dependency of something they have done.
Do they largely make this work for them internally? Seems so, yes. But taking on any sort of dependency to Google is something you can only do if you can keep up with their very large developer base.
> My point on the acquisitions was that a surprising amount of their successful software was not made in house.
First, that's just not true. Their biggest products by revenue (search/adwords) and biggest stock value driver (AI/Gemini/Datacenters) are clearly in-house creations.
But even then, the two biggest "acquisitions" you're probably thinking of are YouTube and Android, acquired in 2006 and 2005 respectively. What fraction of the software base of those products do you think has survived the intervening two decades? To be blunt: most of the software being shipped out of those groups is being authored by engineers who couldn't even read when the ancestral code existed outside of Google.
Honestly the "acquisition" thing is just a cope meme promulgated by Apple stans, as it were. It's not a serious point.
I mean... First, I don't think acquisitions are automatically a bad thing. And I was largely riffing on the list the post I responded to started. Youtube, Google Docs, and Nest were all acquisitions. As noted, we can add Android.
Do these also take a lot of effort to keep going? Absolutely! But that doesn't change that they acquire a ton. They just acquired Wiz this year.
I do question a lot of the focus on a unified IDE when it comes to this strategy. It is not surprising that there is a specific "discontinued google acquisitions" page in wikipedia with that in mind.
The thing to remember about Google and software is that consumers don't see the vast majority of the software it produces and uses, from the distributed filesystem colossus (https://cloud.google.com/blog/products/storage-data-transfer...) to an enormous number of other internal projects just as complicated as that.
It's user-facing stuff may or may not be great--and the consumer level flops are legendary--but that is only the tip of the software iceberg.
Like the most widely used browser and most used mobile phone operating system?
Certainly fair. But they have tried some amusingly ambitious projects that make it pretty easy to raise eyebrows. Stadia alone is enough to make me nervous on any efforts they announce that are ambitious.
Stadia was pretty technically awesome, and also a rounding error on Google's overall engineering budget.
"Ambitious" engineering means something very different inside of Google. Example: Spanner. Infra Spanner is correctly described as a "generational achievement". Very few people outside of Google have any idea that it exists, or what it does, and that's fine.
Stadia was yet another platform that Google tried to make and failed. Yes, it was a rounding error in their budget, but that is largely the point!
They have become a financing company that is looking for where to spend money to make money. That they are spending a lot of money on developers will only last as long as that makes them money.
Again, this is not, necessarily, bad. I just don't trust them to make a software product that will survive outside of their garden.