AI Startups Face "Sherlocking" Risk from Tech Giants

Apple's operating system (OS) updates have historically rendered numerous startups and third-party tools obsolete, a phenomenon known as "Sherlocking," which effectively erased their reason for existence by integrating similar features directly into the OS [2]. This dynamic, observed firsthand by a former Apple employee who worked on the iPhone, iPod, and iPad under Steve Jobs, created both excitement for users and "existential fear" for founders [2].

Key takeaways

• Apple's "Sherlocking" strategy involved absorbing features developed by third-party startups directly into its OS, making those companies' offerings redundant [2].
• Companies like Tile, Pebble, and f.lux were significantly impacted, losing access to crucial system-level advantages, integrations, and distribution [2].
• Other tech giants, including Google and Microsoft, have also used their platform control to outcompete and shutter numerous companies [2].
• Survival for startups facing platform competition requires understanding how these platforms can collapse distribution, bundle features, and remove dependencies [2].

The "Sherlocking" Effect on Startups

The practice of "Sherlocking" meant that founding teams often spent years developing capabilities that Apple could integrate into its operating system "overnight," effectively making their work "dead on arrival" [2]. For example, Tile, a company that tracked items, initially maintained market leadership against Apple's AirTag due to its existing distribution and hardware revenue [2]. However, Apple's deep integration of AirTag into its "Find My" network and U1 chip eventually tipped the balance, causing Tile to lose access to vital system advantages [2]. Tile was later acquired in 2021 for approximately $205 million, a fraction of its peak valuation [2].

Similarly, Pebble, which pioneered the modern smartwatch, built a strong developer ecosystem and sold millions of devices before the Apple Watch was released [2]. However, Apple reserved critical iPhone integrations—such as notifications, payments, and health data—for its own device, structurally boxing out Pebble [2]. Even f.lux, which developed blue-light reduction software, faced existential competition when Apple launched its "Night Shift" feature directly within iOS [2]. While other tech giants like Google and Microsoft have also impacted companies, the key distinction is that they maintained control over their platforms while consistently improving their own products [2].

Why it matters

The historical precedent of "Sherlocking" highlights a significant challenge for founders, particularly those in the artificial intelligence (AI) sector, as large tech platforms may replicate similar strategies [2]. When a platform decides to compete, winning on price alone becomes impossible [2]. For startups to survive, they must understand how dominant platforms can consolidate distribution, integrate features as defaults, and eliminate the dependencies that third-party services rely on [2]. This dynamic underscores the power of platform control in the technology industry and its potential impact on innovation and competition [2].