Don't forget Microsoft
I feel like the elephant in the room is culture.* Facebook seems to be a bunch of smart people working on pet projects. Monopoly profits drive a political empire where people at the top think up something random, and it gets built.* Google has customer contempt. They started with brilliant people who were used to being smarter than everyone else. They also started in algorithm-driven markets like search and ad-words, where everything was statistical and individuals didn't matter. They've lost the smarts and the ethics, and they're in a bit of a hole. I think they've reached the end of the growth line.* I know nothing about Apple. Too secretive.* Microsoft has a bunch of cut-throat teams, competing with each other. Their technology is middling. However, they're the only one of the bunch you'd want to partner with for B2B.* ... except for Amazon, which is hyper-customer-focused, and has a track record of successful forward-looking projects. AWS has been rock solid. On the other hand, I'd never want to work there; they treat employees like crap. But it somehow works out for them.