When talking about big tech, we usually mean five specific companies known as the Big Five or GAFAM. Those are Google, Amazon, Facebook (now Meta), Apple, and Microsoft. These companies have shaped the technology world as we know it. They led the five big waves of disruption: personal computing, the internet, mobile, social media (web 2.0), and cloud. When we think of personal computers, we think of Microsoft and Apple. When we think of the internet, we think of Google and Amazon.