Apple vs The Paradox of Choice!

How Apple kills entire companies with the flip of 1 switch.


The Apple Ecosystem Explained:

MKBHD Merch:

Tech I'm using right now:

Fact sources:

Intro Track: Jordyn Edmonds​​​​​
Playlist of MKBHD Intro music:



  1. Marques Brownlee

    Marques BrownleeUukausi sitten

    To continue to learn way more about sharks! -->

  2. Daveed Wells

    Daveed Wells8 päivää sitten

    Yes I agree 💯💪🏾 that they should change and that apple is one of the popular companys

  3. Daveed Wells

    Daveed Wells8 päivää sitten

    Yes I get it if people get paradox the customer expect them to be better than apple and if apple out more things in people are going to go with apple then paradox will sell out and be out of business

  4. sreamwalker24

    sreamwalker24Uukausi sitten

    I really like to think of you as a responsible Tech reviewer how come no one is mentioning the fact is that if Apple keeps the air tags exclusively for Apple then all Apple customers can now stock any Android user without them knowing and jerry-rig everything showed that the speaker can easily be removed so the beeping after 3 days is meaningless this area of the industry needs to be regulated by the government anybody who cannot access the find my app are now potential victims of being stalked

  5. Kaff231

    Kaff231Uukausi sitten

    Love this video really makes you think about choices we have yet somehow we can be so predictable

  6. T R

    T RUukausi sitten

    @anto k That is my #1 question, this is a stalking tool made super easy and cheap. All privacy is gone, not by only these trackers, but technology in general.

  7. J4999

    J499952 minuuttia sitten

    So what? Do you expect Apple to NOT try and make money? That is literally their only goal as a public company in a shareholder capitalist system.

  8. Todestuete

    Todestuete3 tuntia sitten

    I think it gets even more dramatic with bigger things like Spotify (fees make it hard for iPhone users to not choose Apple music) and Cloud gaming (App Store AND Browser API restriction makes sure that nobody can do it), though I guess that discussion would've gone too far for this video.

  9. lopezfam

    lopezfamPäivä sitten

    Dios bendiga a Todos los que estan leyendo esto! Deseo que tengan un hermoso dia! Buscad a Dios mientras pueda ser hallado! Jesus es el camino y el unico camino y regresa pronto! Recuerda cuando te sientas que no eres amado... el mayor sacrificio se hizo por amor! EL SUICIDIO NUNCA ES LA RESPUESTA! Porque de tal manera amó Dios al mundo, que ha dado a su Hijo unigénito, para que todo aquel que en él cree, no se pierda, mas tenga vida eterna. S. Juan 3:16 RVR1960 La paga del pecado es muerte (infierno) pero Cristo pagó nuestra deuda en la cruz para nuestra salvacion! Debemos volvernos a Dios y apartarnos de nuestros caminos pecaminosos, confesar que Jesús es el Señor y creer con nuestro corazón que fue resucitado de entre los muertos por Dios, y debemos de ser bautizados en el nombre del Padre, del Hijo y del Espíritu Santo y vivir por Su palabra y mandamientos! Confia que Dios ayudara con el resto! Busca a Dios, antes de que sea muy tarde! Hoy podria ser tu ultimo dia en la tierra! Que tengas un hermoso dia!

  10. lopezfam

    lopezfamPäivä sitten

    God bless you and God bless anyone reading this! Hope you have an awesome day! Seek him while you can! Jesus is the way and the only way and he is returning soon! Whenever you think you aren't loved... Remember the ultimate sacrifice was for love! ENDING YOUR LIFE IS NEVER THE ANSWER! For God so loved the world, that he gave his only begotten Son, that whosoever believeth in him should not perish, but have everlasting life. John 3:16 KJV The wages of sin is death (hell) but Jesus paid our wages on the cross, for our salvation! We must turn to God and away from our sinful ways, Confess Jesus is Lord and believe with our hearts that he was risen from the dead by God, and we must be baptized in the name of the Father, the Son and The Holy Spirit and live by His word and Commandments! Trust that God will help with the rest! Seek God today before it's too late! Today could be your last day on earth! Have a blessed day!

  11. Léo Lassout

    Léo Lassout2 päivää sitten

    duet display will now definitly die since this wwdc

  12. Adrian Sim Soong Leong

    Adrian Sim Soong Leong2 päivää sitten

    u can cry in front of the judge when your competitor outsmarts you in the USA?, lol.

  13. Nadia_Ash 1217

    Nadia_Ash 12173 päivää sitten

    Do yo have Trinidad and Tobago background ?

  14. Christoff Bandele

    Christoff Bandele3 päivää sitten

    Holy shit, Marques literally threw me back into my like 13 year old self back when there were flashlight apps omfg

  15. Adrian Antonioli

    Adrian Antonioli4 päivää sitten

    No iPhone in communism… but only iPhone in capitalism 😪

  16. Mohnish Chitnis

    Mohnish Chitnis5 päivää sitten

    what about the rumour of the oneplus tile???

  17. Marques brownle

    Marques brownle4 päivää sitten

    thanks for your comments I will advise you to get into cryptocurrency with the aid my of trader James Mack on whatsAp and make good profit..

  18. Imagination King

    Imagination King6 päivää sitten

    Apple is a megalodon

  19. Matt T

    Matt T7 päivää sitten

    I remember using F.Lux back in the day 🤣

  20. Blake W

    Blake W7 päivää sitten

    No matter what people say, Apple will continue to make sweet products that plug into the ecosystem and I’m sorta looking forward to it! It really does suck that they’re killing companies but Apple products are their baby so why not allow it to grow?

  21. [Arkhalis040]

    [Arkhalis040]6 päivää sitten

    Its a monopoly, dude. Apple doesn’t even give the chance for the independent companies to be better versions of the inbuilt one

  22. Christian Davis

    Christian Davis7 päivää sitten

    It's not just apple doing this.. It's still shitty though. I use an android and windows and see it all the time

  23. דן רבקין

    דן רבקין7 päivää sitten

    The apple mouse in the background is kinda ironic because that's probably the only place apple has a product that everybody (even apple fanboys) can agree is terrible

  24. Jona Ramos

    Jona Ramos8 päivää sitten

    "either way you choose, apple still wins" I think it's more of a "the customer still wins" … what if i don't care who provides me the best service? and for tile they could just come up with the coolest trackers and still be successful … because they're already a big company and a name … yeah there own network will hurt, but if they put their effort into creating great find my compatible devices … it will turn out as an advantage for them too eventually … me for example I would have never bought a tile, because here in Germany, nobody has a tile … it just wouldn't work here … now tile has the opportunity to get me as a customer when they release a great product which is actually >usable< (which it wasnt before) … plus i don't geht that "choice" thing, I mean it is a choice? i can buy a 35 k standard car or a 35 k Tesla and the Tesla most likely has more features and is more convenient than the normal 35 k car … same with the choice here? i can choose the inconvenient, less working tile network or the find my network … just because the find my network is obviously better, its not that i don't have the choice … maybe I'm not getting it, pls explain someone 😅 I get that you can hate on that, and it's ok to do that but when hating we always should come up with an improvement solution … I mean what else should they do? not add these features?

  25. furrtoast

    furrtoast8 päivää sitten

    2:26 “it’s frictionless” CODY KO SAID IT FIRST

  26. Marcell Kelemen

    Marcell Kelemen9 päivää sitten

    2:22 nice flex tho

  27. Shirley Standring

    Shirley Standring9 päivää sitten

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  28. Guest

    Guest10 päivää sitten

    “Nothing personal, just business.”

  29. Virru112

    Virru11210 päivää sitten

    Apple are a tech company, they're creating tech. I can't knock their hustle or how great their eco-system is.

  30. Karan

    Karan11 päivää sitten

    too real. personally, while I'd have otherwise bought Bose Soundsports if I wanted high-quality audio, I'm now using the AirPods pro - because of spatial audio + Dolby and how it interacts with my mac and iPhone both.

  31. Danny

    Danny12 päivää sitten

    At least with Apple you don’t have to pay a monthly fee like with tile

  32. Prasenjit Debroy

    Prasenjit Debroy12 päivää sitten

    12 June 2021

  33. Michael Shishaba

    Michael Shishaba12 päivää sitten

    I think anyone who keeps saying he will no longer receive anymore apple review units need to rewatch the video with some understanding 🤦🏽‍♂️

  34. MattheEliminator

    MattheEliminator13 päivää sitten

    Me watching this video using duet display because my Mac is to old for sidecar

  35. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    + 4 4 7 4 5 9 2 9 5 3 3 7.

  36. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    thanks for your comments I will advise you to get into cryptocurrency with the aid my of trader Madison Miller on whatsAp and make good profit..

  37. Mark Sutter

    Mark Sutter14 päivää sitten

    Remember Bump? Then we got AirDrop. O

  38. Mark Sutter

    Mark Sutter14 päivää sitten

    And I just found they’re getting rid of Dark Sky, my preferred weather app.

  39. David Cole

    David Cole14 päivää sitten

    I thought you didn’t like iMacs….

  40. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    + 4 4 7 4 5 9 2 9 5 3 3 7.

  41. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    thanks for your comments I will advise you to get into cryptocurrency with the aid my of trader Madison Miller on whatsAp and make good profit..

  42. itsJosii

    itsJosii15 päivää sitten

    you know the messed up thing is i knew about tile and i didn't want anything like it because i said i don't need it but now with airtags its something im thinking about buying

  43. Ahamed Kabeer M

    Ahamed Kabeer M15 päivää sitten

    I like how Marques is straight forwardly criticize apple

  44. Jerod Mclean

    Jerod Mclean15 päivää sitten

    Apple also Put hundreds of employees out of a job due to their decision to ditch Intel for Qualcomm in the IPhone 12 5G modem. I was one of those engineers and still quite salty lol

  45. KMichelle Argus

    KMichelle Argus15 päivää sitten

    Um. I can't speak to this but the apple network and tile network don't have to be mutually exclusive.

  46. KMichelle Argus

    KMichelle Argus15 päivää sitten

    I swear I'm gonna buy like 20 tiles and attach them to everything. I'm not supporting knock offs. Apple is evil. And having go buy separate things to attach it to stuff is ridiculous Air buds STILL look like you shoved cigarettes in your ears and I will never not laugh at that

  47. Koto

    Koto15 päivää sitten

    you could always try samsungs smart tags

  48. KG_A10 _

    KG_A10 _15 päivää sitten

    go ahead and buy 20 tiles, apple always wins.

  49. Angel Kylie

    Angel Kylie15 päivää sitten

    *24.7web thru I.g is genius*

  50. Ben Meddeb

    Ben Meddeb15 päivää sitten

    So you suggest Apple avoid those markets because someone else did it first?! Does that even make sense -_-

  51. Prerit Sharma

    Prerit Sharma16 päivää sitten

    remora is not a symbiotic definitely,cause it can survive without the shark.. a proper symbiotic is a lichen,wherein the moss and fungus can't survive without one another

  52. Prerit Sharma

    Prerit Sharma16 päivää sitten

    The video was amazing though 😂

  53. Asif Almeida

    Asif Almeida16 päivää sitten

    Very interesting video. As a consumer, my question is, if I can get away by using apple's inbuilt tracking app with apple's air tag, why should I download a third party app and buy a third party device? A third party app means one more account and one more password to remember..!!. Where as If I use Air tag, I only need to remember my apple ID and password. I know it is bad for third party businesses but hey if consumers have given much better and simpler options, they will take it right? even if it is cost other businesses to go out of business.

  54. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    + 4 4 7 4 5 9 2 9 5 3 3 7.

  55. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    thanks for your comments I will advise you to get into cryptocurrency with the aid my of trader Madison Miller on whatsAp and make good profit..

  56. calligarus2

    calligarus216 päivää sitten

    Apple can target new products (HW and apps) that they know will be popular precisely because of the success of those third party companies. Nothing wrong with that. But knowing full well they will tank entire small companies the minute they introduce their version of the product, a fair approach would be to partner in some way with the companies they’re about to wipe out otherwise. It seems naive but it would be a way for Apple to acknowledge that some of their innovation wouldn’t exist at all if it wasn’t for other startups. But again.... those startups wouldn’t exist if it wasn’t for Apple products in the first place 😅

  57. Γρηγόρης Α

    Γρηγόρης Α16 päivää sitten

    And today they just killed synergy by announcing a new software feature that does exactly that.

  58. jawad shaikh

    jawad shaikh17 päivää sitten

    Zoom was next. Cut to WWDC June 7 2021.

  59. Raven Pickels

    Raven Pickels17 päivää sitten

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    Vape Lord18 päivää sitten

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    Chegg Account18 päivää sitten

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  63. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    + 4 4 7 4 5 9 2 9 5 3 3 7.

  64. Marques Br0wnlee

    Marques Br0wnlee13 päivää sitten

    thanks for your comments I will advise you to get into cryptocurrency with the aid my of trader Madison Miller on whatsAp and make good profit..

  65. 성수구범

    성수구범18 päivää sitten

    The lean waterfall notably happen because lake uniquely lie beyond a funny eye. ugly, quarrelsome custard

  66. Manny N

    Manny N19 päivää sitten

    Man it's pretty damn scary when I don't even know what Watson is or was. Apple literally wiped it off the face of earth.

  67. Johann Holzmann

    Johann Holzmann19 päivää sitten

    And right there you have the reason I will never buy an Apple product! Amazon killed a lot of smaller companies exactly the same way. No, no Apple for me....

  68. Praveen Kumar

    Praveen Kumar19 päivää sitten

    Does Apple having a leverage on their own product is bad? Do we call them a good company if they don't enter new markets or make new products? Leverage exists for everyone. I hope even MKB has leverage in FItitle! We are not sure what we do if were in the position of Apple. It's easy to comment being outside. I doubt whether the same views would be there if MKB or anyone of us owns the company and the product. Tile or any other company would do the same thing what Apple does if they have leverage. It's not about Apple or Tile. It's business and they function the same way to survive.

  69. Mind of Marissa

    Mind of Marissa20 päivää sitten

    But you can’t make the flash light blink

  70. Cattalxya ୨୧

    Cattalxya ୨୧20 päivää sitten

    This so true

  71. Talavera jr

    Talavera jr20 päivää sitten

    Tiles network won't die off. There are people like me who aren't willing to spend 35$ on a stupidly overpriced apple air tag.

  72. TooCoolFrank

    TooCoolFrank20 päivää sitten

    Flashlight downloads after this 📈📈📈

  73. kbarrs

    kbarrs21 päivä sitten

    Whoa how many Apple devices do you have?

  74. Lisa Resnick

    Lisa Resnick21 päivä sitten

    The clammy ketchup literally carry because windchime pivotally copy till a successful range. rigid, quiet maid

  75. Remorseless Winter

    Remorseless Winter22 päivää sitten

    Honestly? Apple announces AirTags and the next day I hear about them. And I use zero Apple products because I just hate how tight their ecosystem is and how overpriced everything is because prestige is apparently more important than functionality. Tiles? Haven't heard of them. Not even once. And I'm old enough and engaged enough with tech.

  76. Xing Shen

    Xing Shen22 päivää sitten

    The perfect handle typically guide because jaguar contrarily suspect over a frantic glass. supreme, caring cymbal

  77. Tanmay Sankolli

    Tanmay Sankolli22 päivää sitten

    I appreciate the engineering of Apple, but I just hate the fact that iWatch doesn't work with iPads. I really like iPads but absolutely hate iPhones JUST DO IT APPLE

  78. Helo Joeywala

    Helo Joeywala22 päivää sitten

    yo apple how about you give us strobe light on iphone so i can have a rave in my room and instead of downloading an app, I can do it from the lockscreen, thanks.

  79. Dan I

    Dan I23 päivää sitten

    Marques has more Apple products than I have socks. Anybody see his Find My Device list. Damn.

  80. NomadicCleric

    NomadicCleric23 päivää sitten

    Apple should have to support a smooth pairing API for any other third party services that want to make a pairable device.

  81. Ali Elreichouni

    Ali Elreichouni23 päivää sitten

    Loved the analogy !!

  82. Alexander Dunlap

    Alexander Dunlap23 päivää sitten

    Literally to literally literally

  83. Monstor

    Monstor24 päivää sitten

    hey is it possible for unverified content creators to upload on nebula?

  84. Wolf

    Wolf24 päivää sitten

    Who the fucking would prefer an "tile" over a well shaped AirTag with a fuCKinG Apple Logo on it for "just" 35€. Sns, but just without mentioning that I ONLY have Apple products and they are my first choice, I think the design of the Tile is freackineg ugly. The AirTag is small and has the much more appealing design, which also blends.

  85. Marvin Ince

    Marvin Ince24 päivää sitten

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  86. L Saoudi

    L Saoudi24 päivää sitten

    2:22 bro like how many like can i have one mac book

  87. Deonte Manning

    Deonte Manning25 päivää sitten

    Apple should be allowed to do what they are doing because they built their own platform. Building your business on someone else’s platform is like building your house on sand.

  88. Alexander Windh

    Alexander Windh25 päivää sitten

    I have now used an iPhone 11 and the latest MacBook air. There are things that I like definitely. But I absolutely hate how restricted I feel using their system. Pages. Imessage and sync is great... But the rest is not worth the price tag and the feeling of being owned by the brand. Rather than the user.

  89. TM

    TM25 päivää sitten

    I cannot wait for Apple to come up with a brand new idea that no one has ever done before: a key organizer with a BT tracker built into it. *KeySmart*

  90. Marley Neff

    Marley Neff26 päivää sitten


  91. Xander

    Xander26 päivää sitten

    When he scrolled through all of his devices on find my.....

  92. Kaiyan Leong

    Kaiyan Leong26 päivää sitten

    if it's a free straightforward application that will benefit users (flashlight/spotlight), sure. if it's to steal their partner's ideas to make more money for themselves, then no, that's terrible

  93. +Tec

    +Tec26 päivää sitten

    So what can we learn from this? Make you product cross platform. That way you're just 50% dead after Apple copies your idea.

  94. Kamugin1

    Kamugin126 päivää sitten

    I have never bought and will never buy an Apple product, I hate the way they conduct their business and I hate them even more because other companies copy their predatory pratices.

  95. Finnrtbobs

    Finnrtbobs26 päivää sitten

    Mkbhd dumbs down things for the generic brain dead masses again.

  96. Brandon E.

    Brandon E.27 päivää sitten

    The moral of the story is that accessories and functionality/productivity apps for apple products are going to only be profitable for a short time. Get in, get money, get out.

  97. idbw

    idbw27 päivää sitten

    You can also choose not to use apple products. I do and I don’t regret it.

  98. DaveMody

    DaveMody27 päivää sitten

    !!!Big Missing FEATURE on AIRTAG!!! You missed one big advantage that the TILE has over the airtag! You can press a button on your tile to find your phone. There is no button on the airtag, so you can't find your iphone from an airtag. Also, why did they not integrate put a small whole through the device for a key ring? The stupid price Apple charges for fobs doubles the price. Tile has a better design form factor, and more choices in form factors.

  99. Oliver Köditz

    Oliver Köditz28 päivää sitten

    2:22 what a flex

  100. steven 15

    steven 1528 päivää sitten

    its called monopolizing

  101. Young Boys

    Young Boys28 päivää sitten

    I love how he just has the mouse charging UPSIDE DOWN in the background the whole time. LOL

  102. MWB Gaming

    MWB Gaming28 päivää sitten

    In the tile example, apple could be required to allow tile app users to take advantage of the Apple find my network without an Apple ID then both Apple and tiles networks are merged and the end result is an overall larger mesh network But a major problem with 3rd party apps, is they are almost always full of ads and other bullshit that OEM offerings do not include

  103. Radiojct

    Radiojct29 päivää sitten

    Why didn’t Apple acquire Tile?

  104. Shakir Munawar

    Shakir Munawar29 päivää sitten

    Idea! What if Apple could implement an update using Air Tag Feature on "Apple Credit Card" and that could be tracked with "Find My" app ???

  105. Lucas

    Lucas29 päivää sitten

    Apple should be allowed to do with their own ecosystem as they please. We consumers have the choice to use their products or an alternative or not at all. And that is not a paradox. Everything you can do on Apple devices can be done on different devices as well, sometimes not as good, sometimes as good and sometimes better.

  106. Ap Royal

    Ap Royal29 päivää sitten

    Killing them softly hahaha

  107. Alex J

    Alex J29 päivää sitten

    If other companies do this way, apple definitely sues them until they dying

  108. Alex J

    Alex J29 päivää sitten

    nice content!!!

  109. wrl

    wrlUukausi sitten

    Not much Paradox of Choice in the way they dealt with Flash.


    BIRDING WITH KESHAVUukausi sitten

    I'd prefer apple to conquer the world instead of China conquering the world🙂🙃;-)

  111. Randell Hendley

    Randell HendleyUukausi sitten

    It appears that you just made an excellent argument for Apple being a Tech monopoly. Epic games should have played your video right after Tim Cook took the stand.

  112. Andy Zhang

    Andy ZhangUukausi sitten

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  113. Wesley Luttrell

    Wesley LuttrellUukausi sitten

    I like to think this video was created in this way (notice the charging Magic Mouse in the background): MKB, working at his iMac, "Why isn't my mouse working? Oh, battery's dead. Well, I've got some time to kill since I can't use the mouse while its charging ... what should I make a video about?" MKB: "OK, yeah I got it, let's roll"

  114. A A

    A AUukausi sitten

    They should pay those companies royalties for stealing their ideas.

  115. Tomáš Filip

    Tomáš FilipUukausi sitten


  116. Gareth Perch

    Gareth PerchUukausi sitten

    Apple buying Tile would seem to be a fairer way to go about it, but then they probably wouldn't want them to work with Android. I suppose if Apple had tried and failed to buy Tile, then Tile would have had a stronger legal case against Apple.

  117. Captain Keyes

    Captain KeyesUukausi sitten

    no offense but he really sounds like he wants to suck apple off and that's really weird for a general tech channel who understands all of apples scams

  118. albert alfred

    albert alfredUukausi sitten


  119. Greatest Ever

    Greatest EverUukausi sitten

    Welcome to capitalism where your business only exists as long as a billion dollar doesn’t think about taking your market