Google has been standing on their laurels for the last decade but these days they have bigger competition for their Ad market and also landscape changed: 1) Ap

Google has been standing on their laurels for the last decade but these days they have bigger competition for their Ad market and also landscape changed: 1) Apple new permission for tracking affected probably not only Facebook but Google as well 2) Web turned into bigger junk and SEO game and Google Search is not that useful anymore 3) Some (small fraction) still moved to DuckDuckGo / Bing or other search engines 4) Apple competing with google map with their own product 5) Facebook/Instagram/Snapchat/TikTok/Twitter eating a bigger chunk of their Ads cake 6) They tried to dominate Facebook with Google+ and failed 7) They tried to dominate Whatsapp / Messenger with google meetup / hangout ( / whatever) and failed 8) Amazon also eating some of Google Ads profits with their Ads inside amazon.com (they failed with Google Shopping) 9) Now ChatGPT and friends also ganging up for google search 10) Lots of regulatory obstacles in EU and elsewhere. They focused too much on cloning competitors rather than innovating something new: Google+ after Facebook Google Shopping after Amazon Google Cloud after AWS / Azure Google Meetup after Whatsapp / Messenger Youtube Shorts after Tiktok / Instagram