Wetenschap en technologie

Apple vs The Paradox of Choice!

How Apple kills entire companies with the flip of 1 switch.
CuriosityStream: curiositystream.com/mkbhd
The Apple Ecosystem Explained: nlcameras.info/wiki/hHiZj4-AtnWd2KQ/video

MKBHD Merch: shop.MKBHD.com
Tech I'm using right now: www.amazon.com/shop/MKBHD
Fact sources:
Intro Track: Jordyn Edmonds smarturl.it/jordynedmonds​​​​​
Playlist of MKBHD Intro music: goo.gl/B3AWV5


  1. Marques Brownlee

    Marques Brownlee

    15 dagen geleden

    To continue to learn way more about sharks! --> curiositystream.com/MKBHD

    • sreamwalker24


      5 dagen geleden

      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

    • Kaff231


      5 dagen geleden

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

    • T R

      T R

      6 dagen geleden

      @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.

    • Gurjit Singh

      Gurjit Singh

      7 dagen geleden

      @MKBHD I don’t think so, you ever touched your Camara lens at the end of your every videos ☺️

    • e3vL1


      7 dagen geleden

      Apple: Earth and Water. A token to Titles submission to the will of Apple Tile: Earth and water...' draws out sword ' Apple: This is blasphemy this is madness

  2. Gallant Sage 69

    Gallant Sage 69

    3 uur geleden

    TIle if u are reading this u should invest in India, here the apple tags are being sold at 136 usd, which is way too much for an avg people living in here. if u set up a competitive pricing here u can built a massive network. set up the price such that tile over apple tag becomes a no brainer. later as ur network grows u can start monthly subscription and shit for added benefits. Also since there aren't much apple devices in India so apple tags are pointless in India any way. Tile u should come here.

  3. Kacchan


    5 uur geleden

    Apple be like, so either way you have chosen death.

  4. Soham 2077

    Soham 2077

    5 uur geleden


  5. Sam Kužel

    Sam Kužel

    5 uur geleden

    Solely because of this, Pixar will approach Marques Brownlee to voice a cartoon shark

  6. Scott Baker

    Scott Baker

    8 uur geleden

    How did he record that shark face? How did he record that shark face? How did he record that shark face?

  7. Fernão Morato

    Fernão Morato

    9 uur geleden

    I love how Marques is slowly shifting from analysing the products specs to analysing the companies predatory behavior.

  8. FahimR


    12 uur geleden

    Am I the only one who kept noticing the mouse charging in the background?

  9. Adrian Siwiec

    Adrian Siwiec

    13 uur geleden

    all had a choice, choose moments: 3:39 , 4:01 , 4:10 , 4:13 to 4:18 , 4:43 , 5:09 , 5:17 , 5:23 , 5:32 , 5:40 , 6:05 , 7:02 , 8:03 , 8:20 , 9:56 , 11:55 , 12:26 , i maby let a slide or two but i dont think (there where 18 choice choose in this video :))

  10. Oualid Bo

    Oualid Bo

    15 uur geleden

    I think Apple will buy Tile in a few years 🤷‍♂️

  11. Noor Arjmand

    Noor Arjmand

    16 uur geleden

    I have to take a second to appreciate the shark memoji.😂😂😂😂

  12. Baron Of Hell

    Baron Of Hell

    17 uur geleden

    I chose to watch this video.

  13. Ashton Wyss

    Ashton Wyss

    17 uur geleden

    here's a thought - who cares about any of this shit??? capitalist company releases feature that means other capitalist company has less business???? how about you use your platform to talk abut shit like child labour and environmental impact...

  14. Wooukie


    18 uur geleden


  15. Jeny Padilla

    Jeny Padilla

    20 uur geleden

    “You have a choice” Do you though? 🤔

  16. Tom Lis

    Tom Lis

    20 uur geleden

    Apple only steals.

  17. Cristian Chelcea

    Cristian Chelcea

    20 uur geleden

    no my friend, impressive is the fact how stupid people are! absolutely everything what's tech around us will end up messing our lives 100%! we are just fish in the aquarium, no freedom, no choices, no options, no privacy. tech = shit

  18. secureinmyrandom


    23 uur geleden

    This is what Apple has always done. Taken something that has a proven market and then putting a slight twist on it and call it innovation. Apple lets small companies take the risk of making, researching, testing, and advertising something. They let them test the market and when they see success they come in behind them and drive them out. There is little to no risk for Apple and only reward. And they can keep doing it because they have the money and lawyers to back it up.

  19. Manvir Chahal

    Manvir Chahal

    23 uur geleden

    Can you plz try putting a ps4 game into a ps5 console

  20. Josh Klapperich

    Josh Klapperich

    23 uur geleden

    All i want is an apple printer

  21. Arpan Bag

    Arpan Bag

    Dag geleden

    Wow! Good to see you waking up and making unbiased content. You are one of my most favorite tech NLcamerasrs, but you have always been biased towards Apple. Now, finally I can watch your content with an open mind.

  22. Ben Bowring

    Ben Bowring

    Dag geleden

    Technical competition does not equal actual competition. Every competition/antitrust regulator in the world should be made to sit down and watch this video, until they get it. Because at the moment, they clearly don't.

  23. A B

    A B

    Dag geleden

    All the products are either inferior or specialised enough that they haven’t lost their core user base. Technology evolves, tools evolve, some don’t make the cut or need to offer more than a basic product.

  24. A B

    A B

    Dag geleden

    Okay but what choice does Apple have. They see an awesome product area they can expand in and can offer amazing benefits and value to customers. What should they do? Not expand in said area? Gimp themselves in the process? Tile was always a parasite product, that required mobile devices to work.

  25. rid


    Dag geleden

    This is a bit like Google leveraging Android for traffic updates, or Gmail messages for spam detection.

  26. christopher quijano

    christopher quijano

    Dag geleden

    I think they should just donate their resources to make small businesses better. With Apples experience they’d be a huge help to small businesses 🍎

  27. Teetwo Dev

    Teetwo Dev

    Dag geleden

    That's Tile's screw up. They had YEARS to seed the market. But they restricted adoption through unreasonable prices over taking the hit for realty. Now it's too late. Greed kills.

  28. Jeevak Kuwar

    Jeevak Kuwar

    Dag geleden

    [5:13] Look how friendly this guy is :D

  29. Mingmar Lama

    Mingmar Lama

    Dag geleden

    It seems like SAMSUNG’s Smart tags donot exist at all

  30. Walter Crim

    Walter Crim

    Dag geleden

    Apple has become like Microsoft in the 90s... Before the antitrust investigations. Lotus... Wordperfect...

  31. Shreyas p

    Shreyas p

    Dag geleden

    Such good content and much different from other tech channels superb sir

  32. Supreme Liberal Being

    Supreme Liberal Being

    Dag geleden

    Privacy used to go out the window but now it went out of the solar system! 😂😂 Fuck personal life, tell apple and google everything!

  33. aditya dunna

    aditya dunna

    Dag geleden

    the amount of devides that marques has 2.25 lmao

  34. Rudi du Plooy

    Rudi du Plooy

    Dag geleden

    Really great video. Really enjoyed it.

  35. Scott T

    Scott T

    Dag geleden

    Time to choose, Dr. Freeman. It's time to choose.

  36. Michael Logan

    Michael Logan

    Dag geleden

    Great video.

  37. thatwasprettyneat


    Dag geleden

    So people are discovering the nature of Apple about 36 years after they had been exhibiting this pattern, apparently. Personally I accept it and either buy their products (iPhone for example) or don't, but certainly they've been engaging in anti-competitive practices for years.

  38. thatwasprettyneat


    Dag geleden

    5:10 Guess the love affair between Marques and Apple is over

  39. Justin Price

    Justin Price

    2 dagen geleden

    Interesting insight Marques! I do firmly believe there is a middle ground to be established that allows for both Apple and other 3rd parties to coexist and mutually benefit. I think it would be more along the lines of a team approach with clearly defined rules of credit in terms of monetization. Apple can’t afford to quash innovation and obviously 3rd parties won’t be interested if there’s no long term incentive to do so.

  40. Anita Butler

    Anita Butler

    2 dagen geleden

    The cooing william tentatively ruin because manx paradoxically ignore under a purple semicircle. purring, delicious plantation

  41. Anita Butler

    Anita Butler

    2 dagen geleden

    The resonant lock increasingly wave because cover adventitiously judge pace a sharp rat. shaky, yellow spark

  42. El Niño

    El Niño

    2 dagen geleden

    Well we know for many years apple is the bad guy. But sheeps never want to listen. If you get to a point of monopoly then people will cry for innovation. 🤷‍♂️🤷‍♂️

  43. Alexia Davidovici

    Alexia Davidovici

    2 dagen geleden

    Forgot about Samsung Tag?? That's actually the best one for me

  44. DLA LAD


    2 dagen geleden

    I'm always impressed with the MKBHD ecosystem...its a choice for me to watch tech reviews either on "Everything Apple" or the hip-techy-unbiased visualization of MKBHD

  45. dboc2000


    2 dagen geleden

    And Marques just got bigger in my mind.

  46. Elite Alpaca

    Elite Alpaca

    2 dagen geleden

    Nice video

  47. DerpsAwsomeAndRule


    2 dagen geleden

    Unless tile makes it compatible with the app and the find my network, so it’s a win win situation.

  48. Yuriy Kartuzov

    Yuriy Kartuzov

    2 dagen geleden

    oh that jump zoom is getting pretty annoying, please lighten up on it. It shouldn't be so obvious for the purpose of stressing the importance of what is being said. You gotta go sublim

  49. SirBumRush


    2 dagen geleden

    It only takes a small needle to burst the bubble. I own an iPhone but after it broke on me, and needing to drop $400 to repair a broken screen for a X model, I say no more. When this phone kicks the bucket, I’m no longer participating in this circus.

  50. RedBlueSpot


    2 dagen geleden

    Where is your review of Galaxy Smarttag+? Every reviewer says its the best by far.

  51. Kit-13-Lucky


    2 dagen geleden

    Choice? That's an ultimatum of a super villain. It's LITERALLY join me or die.

  52. John Iwueke

    John Iwueke

    2 dagen geleden

    Did anyone just see the number of apple devices he has 🤔...

  53. Vignesh Miriyala

    Vignesh Miriyala

    2 dagen geleden

    MKBHD is the original Remora! :)

  54. sufiya malgaonkar

    sufiya malgaonkar

    2 dagen geleden

    12:31 no need to thank me. (Ur not going to)

  55. Matt Ross

    Matt Ross

    2 dagen geleden

    idk, not only are these companies in a hard spot, but i feel like apple is too. the only solution to any of these problems is either for apple to just stop making new products, regardless of the demand for certain products, or price hikes to keep things “fair”. they charged $10 for apple music, and Spotify is pissed. if Apple charged $15 or $20 for it, nobody would buy it 🤷‍♂️. they could charge $50 for airtags to keep things fair for Tile, but then nobody would buy it. i feel like i could go on forever

  56. Joe Prestera

    Joe Prestera

    2 dagen geleden

    I wonder if the Connection series buy James Burke is on Curiosity Stream? That show blew my mind when I was younger.

  57. May4Real


    2 dagen geleden

    Can't the Tile be on the apple network and their own Tile network? At the same time

  58. Teo


    2 dagen geleden

    What about beats

  59. Prakull Sharma

    Prakull Sharma

    2 dagen geleden

    android for life !

  60. Caren Shawnee

    Caren Shawnee

    2 dagen geleden

    The crabby german coronally play because ornament physiologically marry amid a odd surname. shivering, learned noise

  61. Bharat Kumar Gupta

    Bharat Kumar Gupta

    2 dagen geleden

    The other styli were horrible before Apple pencil. It makes much more sense. And amazing video marques😎

  62. Mutsu Hanma

    Mutsu Hanma

    2 dagen geleden

    Humans, including me, are all retarded. Mainly though Apple users....They see the apple quicksand, they know it's apple quicksand....and they walk right into it...

  63. Paul-Etienne Chadenet

    Paul-Etienne Chadenet

    2 dagen geleden

    What if tile can be part of both networks! They can do that!

  64. Jay


    2 dagen geleden

    What *should* Apple do though? If they block products from their ecosystem it's not fair, and if they let products use their ecosystem it's also not fair. So how can they execute their stuff in a more fair way? It's a hard problem for sure.

  65. Sankalp Gupta

    Sankalp Gupta

    3 dagen geleden

    It would be really helpful if u could do a review on best 2 in 1 laptops for the forthcoming year

  66. Jon Reed

    Jon Reed

    3 dagen geleden

    I don't get the purpose of this video tho. "I encourage you to pay attention to this." pay attention to what? apple made one of the most successful products of all time (iPhone). are you saying that apple shouldn't do things like make airtags or put the flashlight on the Lock Screen?? I personally follow (for about 10 years now) u for your reviews and opinions and I don't recall u stating a single opinion on this one. if these companies had the appropriate patents there would be nothing apple could do. if something like an app is patentable then maybe companies shouldn't make their whole business model around that. as mr. wonderful from shark tank would say "the big guys will crush you like a bug." simple business logic.

  67. Radu Teodor Dragos

    Radu Teodor Dragos

    3 dagen geleden

    We can argue for the sake of arguing, but in the end what matters most is the end-user and their experience. I will always choose what works best for me and if that is an Apple product, so be it.

  68. Roger bravo

    Roger bravo

    3 dagen geleden

    That huge AirPod pro on the side of the Mac was subtle but eye catching. It means that m warjish this video! Lol.

  69. Bryan Bofill

    Bryan Bofill

    3 dagen geleden

    It's also really interesting how Apple left some categories entirely. I LOVED the Apple Time Capsule/Base Station, it was a router + seemless backup. Granted now most people backup with iCloud, but even stripping that feature out, they still had a pretty good router that integrated well with MacOS. I'm guessing that their marketing team decided that it was a difficult market to penetrate/compete in.

  70. Aibal Techy

    Aibal Techy

    3 dagen geleden

    From kerala with love



    3 dagen geleden

    Nevermind it if its a better product, specially when its included for free within the IOS

  72. exadeci


    3 dagen geleden

    Airtags are great in America because Iphones are still the most popular, it would be interesting to see in countries were iphones aren't dominating the market.

  73. grig


    3 dagen geleden

    My AirTags (with custom engravings) arrive next Monday

  74. _scottha


    3 dagen geleden

    I love seeing the Apple Magic Mouse in the background plugged in and charging in the most ridiculous position

  75. Anthony Hockley

    Anthony Hockley

    3 dagen geleden

    Some of these tech companies should be classified as an Infrastructure Tech company and therefore should all have strict laws that make them allow third parties the same level of integration and any others... similar to a Motorway all kind of car's are allowed on the Motorway but you all follow the same rules....

  76. Jelly Bean

    Jelly Bean

    3 dagen geleden

    Apple kills you so nicely...

  77. Craig G

    Craig G

    3 dagen geleden

    Might as well stick it on the sides of our heads like in Black Mirror 🤔

  78. Samuel Cohen

    Samuel Cohen

    3 dagen geleden

    As long as Apple isn't hurting the consumer there is no reason to stop Apple.

  79. Abutu gaming

    Abutu gaming

    3 dagen geleden


  80. Senshai


    3 dagen geleden

    I hope epic games win

  81. Jeffrey Eekhoff

    Jeffrey Eekhoff

    3 dagen geleden

    It's almost like apple has a...what's the word I'm looking for? where one company controls so much of the industry that no one can compete with them...monorail? mononucleosis? monotheism? I'm close I can feel it...

  82. Titus Robinson

    Titus Robinson

    3 dagen geleden

    You forget one major product and that is Apple Watch. I had a Pebble Watch before and when Apple Watch came out Pebble sold their company to FitBit.

  83. O C

    O C

    3 dagen geleden

    Smart tag is better .

  84. Vander Cooks

    Vander Cooks

    3 dagen geleden

    There’s pros and cons of this topic, sometimes the 3rd party is way better, like with cases etc.

  85. Johann George Joshua

    Johann George Joshua

    3 dagen geleden

    Alfred >>>>> Spotlight

  86. Av 4real

    Av 4real

    3 dagen geleden

    Woah! What an insane analogy, Marques!👏👏👏

  87. Darveider


    3 dagen geleden

    In part I think thats ok because Apple offers better (or easier because of being integrated) products than the competition, but on the other side it increments the centralization in favor of apple and hurting the creators and entrepreneurs on the Apple system.

  88. Knigh7z


    3 dagen geleden

    Well Watson should've kept up because Alfred absolutely shits on spotlight

  89. Julind Agalliu

    Julind Agalliu

    3 dagen geleden

    Waiting for this video to be used as evidence in the future antitrust hearing held by a congressional committee 😂😂😂

  90. Dominic Ho

    Dominic Ho

    3 dagen geleden

    I love the way you said Apple does it and I’m very APPLE guy

  91. Praudyogeeky


    3 dagen geleden

    Sometimes i really want him to change his name from MKBHD to MKB8K 😂

  92. Kai Widman

    Kai Widman

    3 dagen geleden

    The issue is that all these products are better for the consumer. At least for now. It is scary how much power this gives Apple, but the fact that there is a paradox of choice directly implies Apple did it better than the competition.

  93. Le Murpie

    Le Murpie

    3 dagen geleden

    I think compatibility is the solution, not only for apple but everything else. An app may has an IPhone theme but it's still the same app from the same company. It may means higher cost but I think that does help with preventing a monopoly

  94. D N

    D N

    3 dagen geleden

    Tiles on the apple network would strengthen the network, but that also means they can use that stronger network. Now it's all about user experience other than accuracy

  95. abc


    3 dagen geleden

    The time when the "shark" mkbhd reviews something others reviews become pointless...

  96. Denise van der Linden-Morris

    Denise van der Linden-Morris

    3 dagen geleden

    Well, I guess you're Tile's shark now with over 14 million followers ;)

  97. Ștefan Chiscăneanu

    Ștefan Chiscăneanu

    3 dagen geleden

    Isn't this situation, basicaly " cumulative advantage"?

  98. Hamed Adefuwa

    Hamed Adefuwa

    4 dagen geleden

    Amazon are the worst at this. Amazon basics.

  99. aaronSanchezz


    4 dagen geleden

    Well the apple one sucks unless you have a new iPhone... my 2021 ipad says its like 8 houses away :/ instant junk...

  100. Shehzad Shah

    Shehzad Shah

    4 dagen geleden

    Most features in ios 13/14 were blatantly copied from the jailbreak community lol. You missed those.