Technology Winners & Losers 2024

Another year ends, and it becomes a tradition for me to look back over the last 12 months and relive the highs and lows of the technology world. The year 2024 has been a very strange one for the technology sector. It has been marked by significant breakthroughs, unexpected setbacks, and a dynamic shift in market trends. Some of which were predicted and others that no one expected. As the industry continues to drive forward, the landscape has seen clear delineations between those who have thrived and those who have struggled in 2024.
In this year’s article, I’m going to delve into the winners and losers in the technology space in 2024, as I have done over the last few years, examining the factors that contributed to their respective successes and failures.
Tech Winners 2024
Artificial Intelligence and Machine Learning
Artificial Intelligence (AI) and Machine Learning (ML) have solidified their positions as leaders in the tech world. As predicted in earlier analyses, AI has become integral to various aspects of daily life.
Companies like OpenAI and Google DeepMind have achieved groundbreaking advancements, further accelerated by partnerships with other tech giants like Microsoft and Apple. OpenAI’s GPT-4 has surpassed expectations and offered exceptional natural language processing and understood capabilities. This has revolutionised industries from customer service to content creation, establishing AI as an indispensable business tool.
Google DeepMind’s innovations in healthcare have also been noteworthy, with their AI models making significant strides in predictive analytics, enabling early disease diagnosis and personalized treatment plans, thus transforming patient care and operational efficiency.
Quantum Computing
Quantum computing has made significant progress in 2024. Companies like IBM and Microsoft have led the way, with IBM’s Quantum System One achieving unprecedented computational speeds. This development has opened new avenues in cryptography, materials science, and drug discovery. The commercial viability of quantum computers is becoming increasingly tangible, while a good few years out from being sat on your desk, promising to reshape industries by solving previously insurmountable problems.
Although mainstream quantum computing is not a reality, the potential impact on computing power and applications, especially when combined with AI, is extraordinary. Observing this field’s continued expansion over the next 12 to 24 months will be interesting.

Apple Mac Mini
The release of the new Apple Mac Mini has received critical acclaim for its impressive balance of performance and affordability. With the device priced competitively at just over £500, this device highlights the value of performance per pound, which has been overlooked in recent years. This latest iteration has standardised the minimum amount of RAM to 16GB across all M series Mac devices, addressing the growing demand for more powerful and efficient computing.
The Mac Mini’s enhanced capabilities have set a new benchmark for low-cost, high-spec computing, with applications in AI clusters, hyper-scaling, and more. The device’s performance has surpassed that of the Mac Pro and Mac Studio, leading many to consider upgrading their current systems, including me!
Managed Cybersecurity
With the rise in cyber threats, cybersecurity companies have become more critical than ever. The year 2024 has seen a surge in Managed Detection and Response (MDR) services. Companies like Sophos have been at the forefront, providing robust solutions combining real-time monitoring with rapid incident response.
Their innovative approaches have enabled businesses to stay ahead of increasingly sophisticated cyber threats, underscoring the critical need for proactive cybersecurity measures. These services have proven essential for safeguarding sensitive data and maintaining business continuity in a landscape fraught with cyber risks.
Tech Losers 2024
Traditional Software Companies
Despite overall growth in the technology sector, some traditional software companies have faced challenges adapting to new paradigms. Companies reliant on conventional licensing models have struggled against the shift towards Software as a Service (SaaS).
Those slow to embrace cloud-based solutions have experienced declining sales and market relevance. This was particularly evident with the Broadcom acquisition of VMware, where a mid-product life cycle shift to a new licensing model led to substantial losses and potentially damaged a well-known brand.
Virtual Reality (VR) and Augmented Reality (AR)
Virtual Reality (VR) and Augmented Reality (AR) technologies have still not reached the level of mainstream adoption that many had anticipated. The much-hyped launch of the Apple Vision Pro in 2024 was expected to revolutionise the market, yet it has fallen short of those lofty expectations.
Despite Apple’s reputation for innovation and success in other product lines, the Vision Pro struggled with high costs, limited use cases, and a lack of compelling content that could drive widespread consumer interest. These factors have contributed to the broader stagnation in the VR and AR sectors.
Developers and companies have also found it challenging to create immersive experiences that justify the investment in such high-end devices. The Vision Pro’s failure to captivate the market has cast a shadow over the future of VR and AR, with many questioning when or if these technologies will ever achieve the transformative impact once promised.
Another area of the VR/AR world is the “Metaverse” this idea of a virtual environment driven by the Meta line of headsets from the company formally known as Facebook. This is yet another area which has failed to gain any traction as still sits a long way off if it ever comes to pass. Just like the Apple Vision Pro it seems like a great idea but with no real way to transition into reality.
I am a huge believer in VR and AR, but just because I love the Meta Quest 3 and will happily play hours of VR Skyrim doesn’t mean it has a great fit in business, and I think in 2024, we have really seen the impact of this.

Social Media Platforms
The once-dominant social media platforms have faced significant backlash in 2024. Issues related to data privacy, misinformation, and regulatory scrutiny have plagued giants like Facebook and Twitter (now known as X).
User trust has eroded, leading to decreased active users and engagement. Competitors offering privacy-conscious alternatives have gained traction but have yet to make a substantial impact. It is anticipated that the decline of social media will continue into 2025. This is for good reason. Many are now starting to see the long-term impacts that these platforms can have and the increase amount of control they have had over user data.
IT Marketing
The marketing landscape in the IT sector has faced several challenges in 2024. Notably, Microsoft’s rebranding of the Microsoft 365 icon to the Copilot logo was met with a strong “Self-Clap” and a less than enthusiastic audience.
This trend of technology companies making perplexing marketing decisions has created confusion regarding brand and product recognition. It is hoped that 2025 will shift towards more coherent and supportive marketing strategies.

Physical Devices
Sales of traditional consumer electronics, such as smartphones, computers, and server hardware, have stagnated. Companies like Samsung, Dell and HP have reported lower-than-expected earnings. Market saturation and a lack of groundbreaking innovations have led to diminished interest. Additionally, the shift towards cloud computing has reduced the need for significant hardware purchases, prompting vendors to reassess their strategies. This trend is expected to continue into 2025.
Tech Winners & Losers Conclusion
2024 has been eventful, marked by both anticipated and unexpected developments. Reflecting on the past year, it is evident that the technology landscape has undergone significant shifts, with AI, cloud computing, and other emerging technologies driving change.
As we look to the future, the technology sector will continue to evolve but I don’t think in the ways we would have predicted 2 years ago. The lessons learned from 2024 will undoubtedly shape the strategies and innovations of tomorrow, driving progress and redefining the boundaries of what is possible.
In 2025 I am looking forward to seeing the continued drive towards Artificial General Intelligence which will not come to pass in 2025 but with our increasing understanding and pervasiveness of AI we are going to see many of the large companies pushing towards AGI and the power this will harness.
I am concerned however for what the future holds for Intel, once the leader in the chip space there last few years has seen the company taking a beating and failing launch after launch, even this year releasing processors worse than the ones made two generations ago, I am concern that Intel may not make it through 2025 unless they can get their chip plants in the US operational and move to catch AMD, Apple and Qualcomm up.
All our success as business in 2025 rely on the vendors to get it right when going to market launching products or simply making changes. I look forward to what 2025 brings and look forward to December when I do this all over again and review the weird and wonderful world of technology!





























