For nearly a decade, Big Tech's biggest names lived in harmony. Not because they liked each other, but because they didn't really have to compete. Each controlled its own kingdom with barely any overlap.
Alphabet Inc. (GOOGL) owned search. Microsoft Corp. (MSFT) ruled enterprise software. Amazon.com Inc. (AMZN) dominated online retail and cloud infrastructure. Meta Platforms Inc. (META) controlled digital advertising. Apple Inc. (AAPL) commanded the smartphone universe. Tesla Inc. (TSLA) reshaped electric vehicles. And Nvidia Corp. (NVDA) supplied the chips that powered everyone else's ambitions.
Deep moats protected each business. Capital spending stayed reasonable. Margins ran fat. Billions flowed back to shareholders through buybacks and dividends. Life was good.
That comfortable arrangement just exploded.
"The arrival of generative AI is plunging the tech sector into the War of the Seven Kings," veteran Wall Street strategist Ed Yardeni warned on Monday.
When Your Neighbor Becomes Your Competitor
Generative AI changed everything because it doesn't respect the old boundaries. According to Yardeni, what were once distinct monopolies in search, software, advertising, retail, devices, and chips now find themselves in direct conflict, often with each other.
"These monopolies now are threatened by their fierce competition in the AI race," Yardeni said in his latest note to clients.
Every company is now scrambling to build or deploy cutting-edge large language models and AI chips. Fall behind and you risk irrelevance, regardless of how dominant you were in your original domain.
"Their new AI capabilities directly threaten one another's monopolies in one way or another," Yardeni explained.
The carefully separated kingdoms have collapsed into a single competitive arena. Geography no longer matters. Everyone is exposed to everyone else.
"It is no longer enough to rule one domain," Yardeni warned. "One must rule them all or perish."
The immediate consequence? Massive pressure to spend on both capital and talent just to stay in the game.
The Prisoner's Dilemma at Scale
Yardeni describes the situation as a classic prisoner's dilemma. Each company must invest tens of billions of dollars, not primarily to grow, but simply to avoid being left behind. Nobody can afford to sit this out, even if the returns remain uncertain.
This spending wave benefits "pick-and-shovel" suppliers like Nvidia in the short term. But for the companies writing the checks, the math gets harder. Returns on invested capital aren't guaranteed, and the margin for error shrinks as costs climb.
The Battle for Search Heats Up
Yardeni draws parallels to Game of Thrones, identifying Microsoft's partnership with OpenAI as the conflict's opening salvo. That alliance brought generative AI directly into Microsoft's product lineup and challenged Google's two-decade grip on search.
"For the first time in 20 years, the loyalty of the Search Kingdom's subjects is being tested, as the chat interface threatens to replace the blue link," Yardeni noted.
Nvidia's Uncomfortable Power
Meanwhile, Nvidia sits at the center of this battlefield, supplying the GPUs that every company needs to train and run AI models.
"Currently, Nvidia supplies the GPUs that every House needs to survive the winter," Yardeni wrote.
But that dependence makes the rest of the Magnificent Seven nervous. Nvidia's margins effectively function as a tax on the entire group. In response, Amazon, Google, and Microsoft have accelerated efforts to develop custom silicon, hoping to regain control over their infrastructure costs and strategic direction.
"This is no longer a battle for expansion," Yardeni said. "It is an existential battle for sovereignty."
What It Means for Your Portfolio
For investors, the message is straightforward. The "peace dividend" of the past decade is finished. Those years of strong margins, consistent buybacks, and moderate capital spending have given way to something far more expensive.
"We are entering a period of heavy war spending," Yardeni wrote, as the Magnificent Seven burn through capital to stay competitive.
Profit margins will likely compress under the weight of this spending. But there's a potential silver lining for the broader economy. Intense competition typically drives prices lower and accelerates innovation. While the tech giants may struggle with profitability, everyone else could benefit from faster, cheaper AI capabilities.
The War of the Seven Kings might ultimately democratize AI gains across the wider economy, helping sustain what Yardeni calls his "Roaring 2020s" thesis, even as the monarchs battle for the throne.