It’s possible to write a history of the platform and ecosystem model of business and never mention Apple or Google, yet it was Apple and Google that created amazement with the scale of their ecosystems, altering not just their own business models but that of hundreds of other companies. It was the smartphone industry that made the business ecosystem a must-have, a matter of significant, embedded competitive advantage. Of course we now know that Google erred in scaling its ecosystem via Java APIs but the bug is spreading and fast. Ecosystems are about to convert new sectors to the smartphone model.