Look to GCP as an example. It had to be done, with similar competitive dynamics, it was done very well.
Look to Android as another.
I've yet to see anything that threatens Google's ad monopoly.
It's not that a dominant position goes away overnight. In fact that would be precisely the impetus to spur the incumbent to pivot immediately and have a much better chance of winning in the new paradigm.
It's that it, with some probability, gets eaten away slowly and the incumbent therefore cannot let go of the old paradigm, eventually losing their dominance over some period of years.
So nobody really knows how LLMs will change the search paradigm and the ads business models downstream of that, we're seeing that worked out in real time right now, but it's definitely high enough probability that Google see it and (crucially) have the shareholder mandate to act on it.
That's the existential threat and they're navigating it pretty well so far. The strategy seems balanced, measured, and correct. As the situation evolves I think they have every chance of actually not being disrupted should it come to that.
So maybe Google is lagging on truly new products (btw, does Gemini itself with its TPUs count as a new product? I'd say yes), but "old" products are entrenched enough to carry them and compete.
chromeos is 17
android is 18
chrome is 18
google docs is 20
google translate is 20
In my opinion though this is a race to the bottom rather than a winner takes all situation so I don't think anyone is coming out ahead once the dust settles.
No comment on Google+, Google has a storied history of failure on any kind of social media/chat type products.
Where Google wins is just simply having enough money to outlive anyone else. As the saying goes "the market can remain irrational longer than you can remain solvent" In this case, Google is the market and they can just keep throwing money at the wall until OpenAI, Anthropic, etc. go under.
And there was collaborative editing long before Google Wave.
Google makes money selling ads. Nothing else matters.
They're engaged in computing research and merely engage in consumer capitalism as a consequence of political and social constraints.
Products are a means to an end not the goal.
OpenAI and Anthropic are product companies and are more likely to fail like most product companies do as they will lack broad and wide depth.
Google has experience in design, implementation, and 24/7 ops with every type of SaaS there is. They can bin LLMs tomorrow and still make bank. Same cannot be said for OAI or Anthropic.
The current AI market is going to destroy anyone who's specialized into it compared to having alternative revenue streams to subsidize it.
Google does things I hate with their products. But the money printing machine keeps going whrrr faster and faster.