Apple build advanced products with vertical integration (taking risks, but with a high profit margin). Microsoft sells "cheap" software (historically using nasty commercial tactics). Google is an AI company. By luck, trying to give meaning to web pages and search requests brings a lot of money from ads. Google tries to get knowledge about every aspects of our lives (mail, contact, documents, travel, interests) in order to build smarter IA (like Alphago). The main risk of Google is to be broken in pieces for monopoly. Google is implied in politic to protect itself and gain military contracts. IMHO, the future of Google is about building skynet (and terminator). Earning money is a side effect.