FAGMA 2.0 → FAGMAP: LLMs Are Replaying Big Tech’s Rise, with New Players in the Mix
There was a time when tech dominance could be summarized in five names: Facebook, Amazon, Google, Microsoft, and Apple—FAGMA. Each had a distinct lane: Facebook built social, Amazon the cloud, Google the knowledge graph, Microsoft ruled enterprise, and Apple redefined experience.
Now in 2025, something similar is happening again. But this time, it’s not operating systems or apps — it’s Large Language Models (LLMs). And remarkably, they’re starting to mirror their FAGMA predecessors.
Let me try and explain, in my own words, why these new players deserve a seat at the table.
Gemini → Microsoft: Enterprise AI
With Gemini 2.5, Google has gone beyond casual queries. From Workspace integration to NotebookLM, Gemini is quietly embedding itself inside businesses. It doesn’t aim to entertain. It aims to enable — just like Microsoft has done for decades.
LLaMA → AWS: The Infra LLM
Meta’s LLaMA is less a product, more a platform. With open-source DNA, it’s the preferred base layer for builders and startups—much like AWS’s early days. DeepSeek and community adoption continue to make LLaMA the favorite OS/Infra LLM.
ChatGPT → Google + Apple: Delight Meets Depth
OpenAI’s ChatGPT blends Google’s information mastery with Apple’s innovation. Viral features like custom GPTs, Code Interpreter, and now Ghibli GPT turn AI into a rich experience. Rumors of acquiring a browser (maybe even Chrome) signal where the ambition lies.
Grok → Facebook/X: The Social LLM
Grok, backed by X (Twitter), listens more than it lectures. Its strength is in reflecting the pulse of real-time conversations, debates, humor, and controversy—training on the raw, live web. It’s messy. But it’s also most human.
Claude → Apple: The Aligned Companion
Built with Constitutional AI, Claude prioritizes alignment, safety, and emotional intelligence. If Apple built an LLM, it would likely behave a lot like Claude.
Perplexity → Early Google: Grounded and Transparent
Perplexity isn’t built to impress—it’s built to inform. Fast answers, clean citation, and a research-first experience make it feel like Google in its best early years.
So What’s Emerging?
The transition from FAGMA to FAGMAP isn’t just about changing players—it’s about shifting power itself. Once, giants built platforms we lived on. Now, architects are building intelligence we live with. Infrastructure is moving from servers to models. Influence is shifting from social feeds to conversational agents.
In the 2000s, software ate the world. In the 2020s, intelligence will rewire it.
Those who master dance between infrastructure, information, experience, and emotion—won’t just dominate markets. They will redefine reality itself.
Author – Sumit Rajwade, Co-founder: mPrompto
