Technology is a means to an end so I like to make the distinction of what the company actually does or make. Apple's primary business is selling computer hardware (an actual technology product) so it's a technology company. Microsoft sells software and cloud services (tech tools) so it's a technology company. Netflix sells access to video, so it's a media company. Are algorithms involved? Sure, but they're child's play compared to the algorithms used by high frequency traders, yet those people still unambiguously work for finance/banking companies. Every large retailer employs data scientists and teams of data analysts, but they're still retailers rather than tech companies. Amazon is the trickiest to categorize. Amazon.com is a straight up retailer but AWS is clearly a tech "company." Best to think of that one like a conglomerate.