In the AI era, the next great software distribution company won’t look like an app store
For the last decade-plus, building a strong software business was mostly a game of scarcity. The hard part was assembling the capital, taste, engineering, and distribution to build one enduring app. The discovery systems we built matched that world: app stores, SEO, search bars, rankings, reviews, ads, marketplaces
AI has blown up these constraints
Soon, anyone will be able to generate software for anything: a workout injury, a work project, a personal workflow, a one-off analysis, a weird niche need only they have, maybe only in a single moment
Some apps will last forever, but most won’t. Many will exist for minutes or hours, and be created even faster
But just because software can be created at the speed of thought doesn’t mean everyone will become a developer. Most people won’t want to prompt, build, debug, deploy, or manage software. They’ll just want to be matched with the right tool for the job in front of them
The same technological wave enabling software creation at scale is also breaking software distribution at scale. Search assumes the best answer already exists somewhere. App stores assume software is something you browse, compare, install, and keep
In a world of personal software, the real question becomes: Who understands enough about me, or has earned enough trust from me, to know what software should exist for me right now?
The next great app distribution companies may look less like search engines and more like trusted relationships
Some will win by importing and processing personal context: your goals, constraints, calendar, body, files, workflows, history, collaborators, and intent. Others will win by exporting taste and trust: experts, creators, communities, agents, and brands that people rely on to decide what is worth using
Either way, the new gateway won’t be a search box or an app store shelf. It will be the layer that recommends, assembles, routes, and personalizes software at the moment of need
This is the new frontier: context, recommendation, trust, and distribution in the age of infinite software
If you’re building platforms or experiences for this future, we want to meet you. Apply to
@speedrun. Applications for SR007 close this weekend
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