While Apple Inc. (AAPL), Alphabet Inc. (GOOG), Facebook Inc. (FB) and Amazon.com Inc. (AMZN) could all be gone in just half a century’s time, it is e-commerce juggernaut Amazon that has the best chance of survival, suggests industry expert Scott Galloway, a professor at New York University’s Stern School of Business. (See also: Who Wins When Tech's ‘Four Horsemen’ Face Off?)

Galloway, a serial entrepreneur who now teaches marketing at NYU, founded nine companies, including L2, a research firm, and Red Envelope, an online gift-giving site of the dot-com era.

“Of the Dow 100 from 100 years ago, only 11 have survived. With the business life cycle getting faster and faster, a child born today will outlive all of these firms. Do I see them getting more and more powerful? Yes. Do I see all of them dying within our lifetimes? Yes. The fatality rate among our species, and firms, is 100%,” Galloway said in an interview with MarketWatch.

The Way of MySpace

In his new book, “Four Horsemen,” the NYU professor argues that the four leading U.S. tech titans will face off against each other in key markets. With the added risk of global regulatory pressures, their continued dominance is far from secure, writes Galloway.

The author notes that the companies that once dominated tech in the recent past are no longer kings and suggests that while it’s “too hard to predict” the Four Horsemen’s date of demise, “the only thing I am comfortable saying is that they will all go out of business, all disappear within 50 years.” Galloway notes that, “10 years ago, we were all talking about MySpace,” speaking to the once all-the-rage social networking site that was taken out by the growing popularity of other social platforms, including Facebook.

The professor notes that “if you are trying to pick the one” that might outlive the others, “the good money right now is on Amazon.” (See also: Amazon—Not Apple—Will Be First $1T Co.: NYU Prof.)

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