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:


Ladda ner



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

    Marques BrownleeMarques BrownleeMånad sedan
    • Yes I agree 💯💪🏾 that they should change and that apple is one of the popular companys

      Daveed WellsDaveed Wells2 dagar sedan
    • 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

      Daveed WellsDaveed Wells2 dagar sedan
    • 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

      sreamwalker24sreamwalker24Månad sedan
    • Love this video really makes you think about choices we have yet somehow we can be so predictable

      Kaff231Kaff231Månad sedan
    • @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.

      T RT RMånad sedan
  • Apple is a megalodon

    Imagination KingImagination King4 timmar sedan
  • I remember using F.Lux back in the day 🤣

    Matt TMatt TDag sedan
  • 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?

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

      [Arkhalis040][Arkhalis040]12 timmar sedan
  • It's not just apple doing this.. It's still shitty though. I use an android and windows and see it all the time

    Christian DavisChristian DavisDag sedan
  • 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

    דן רבקיןדן רבקיןDag sedan
  • "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?

    Jona RamosJona Ramos2 dagar sedan
  • 2:26 “it’s frictionless” CODY KO SAID IT FIRST

    furrtoastfurrtoast3 dagar sedan
  • 2:22 nice flex tho

    Marcell KelemenMarcell Kelemen3 dagar sedan
  • The energetic weasel periodically question because shock conclusively prefer of a lonely insulation. common, pumped relation

    Shirley StandringShirley Standring3 dagar sedan
  • “Nothing personal, just business.”

    GuestGuest4 dagar sedan
  • Apple are a tech company, they're creating tech. I can't knock their hustle or how great their eco-system is.

    Virru112Virru1124 dagar sedan
  • 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.

    KaranKaran6 dagar sedan
  • At least with Apple you don’t have to pay a monthly fee like with tile

    DannyDanny6 dagar sedan
  • 12 June 2021

    Prasenjit DebroyPrasenjit Debroy6 dagar sedan
  • I think anyone who keeps saying he will no longer receive anymore apple review units need to rewatch the video with some understanding 🤦🏽‍♂️

    Michael ShishabaMichael Shishaba6 dagar sedan
  • Me watching this video using duet display because my Mac is to old for sidecar

    MattheEliminatorMattheEliminator7 dagar sedan
    • + 4 4 7 4 5 9 2 9 5 3 3 7.

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
    • 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..

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
  • Remember Bump? Then we got AirDrop. O

    Mark SutterMark Sutter8 dagar sedan
    • And I just found they’re getting rid of Dark Sky, my preferred weather app.

      Mark SutterMark Sutter8 dagar sedan
  • I thought you didn’t like iMacs….

    David ColeDavid Cole9 dagar sedan
    • + 4 4 7 4 5 9 2 9 5 3 3 7.

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
    • 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..

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
  • 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

    itsJosiiitsJosii9 dagar sedan
  • I like how Marques is straight forwardly criticize apple

    Ahamed Kabeer MAhamed Kabeer M9 dagar sedan
  • 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

    Jerod McleanJerod Mclean9 dagar sedan
  • Um. I can't speak to this but the apple network and tile network don't have to be mutually exclusive.

    KMichelle ArgusKMichelle Argus9 dagar sedan
  • 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

    KMichelle ArgusKMichelle Argus9 dagar sedan
    • you could always try samsungs smart tags

      KotoKoto9 dagar sedan
    • go ahead and buy 20 tiles, apple always wins.

      KG_A10 _KG_A10 _9 dagar sedan
  • *24.7web thru I.g is genius*

    Angel KylieAngel Kylie10 dagar sedan
  • So you suggest Apple avoid those markets because someone else did it first?! Does that even make sense -_-

    Ben MeddebBen Meddeb10 dagar sedan
  • 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

    Prerit SharmaPrerit Sharma10 dagar sedan
    • The video was amazing though 😂

      Prerit SharmaPrerit Sharma10 dagar sedan
  • 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.

    Asif AlmeidaAsif Almeida10 dagar sedan
    • + 4 4 7 4 5 9 2 9 5 3 3 7.

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
    • 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..

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
  • 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 😅

    calligarus2calligarus210 dagar sedan
  • And today they just killed synergy by announcing a new software feature that does exactly that.

    Γρηγόρης ΑΓρηγόρης Α10 dagar sedan
  • Zoom was next. Cut to WWDC June 7 2021.

    jawad shaikhjawad shaikh11 dagar sedan
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    Raven PickelsRaven Pickels11 dagar sedan
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    Vape LordVape Lord12 dagar sedan
  • The alike sociology histochemically delay because kitchen hepatosplenomegaly smile mid a many appliance. aggressive, vigorous oatmeal

    Chegg AccountChegg Account12 dagar sedan
    • + 4 4 7 4 5 9 2 9 5 3 3 7.

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
    • 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..

      Marques Br0wnleeMarques Br0wnlee7 dagar sedan
  • The lean waterfall notably happen because lake uniquely lie beyond a funny eye. ugly, quarrelsome custard

    성수구범성수구범13 dagar sedan
  • 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.

    Manny NManny N13 dagar sedan
  • 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....

    Johann HolzmannJohann Holzmann13 dagar sedan
  • 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 SEslow! 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.

    Praveen KumarPraveen Kumar13 dagar sedan
  • But you can’t make the flash light blink

    Mind of Marissa (Marissa LeJeune)Mind of Marissa (Marissa LeJeune)14 dagar sedan
  • This so true

    Cattalxya ୨୧Cattalxya ୨୧14 dagar sedan
  • 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.

    Talavera jrTalavera jr14 dagar sedan
  • Flashlight downloads after this 📈📈📈

    TooCoolFrankTooCoolFrank14 dagar sedan
  • Whoa how many Apple devices do you have?

    kbarrskbarrs15 dagar sedan
  • The clammy ketchup literally carry because windchime pivotally copy till a successful range. rigid, quiet maid

    Lisa ResnickLisa Resnick15 dagar sedan
  • 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.

    Remorseless WinterRemorseless Winter16 dagar sedan
  • The perfect handle typically guide because jaguar contrarily suspect over a frantic glass. supreme, caring cymbal

    Xing ShenXing Shen16 dagar sedan
  • 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

    Tanmay SankolliTanmay Sankolli16 dagar sedan
  • 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.

    Helo JoeywalaHelo Joeywala16 dagar sedan
  • Marques has more Apple products than I have socks. Anybody see his Find My Device list. Damn.

    Dan IDan I17 dagar sedan
  • Apple should have to support a smooth pairing API for any other third party services that want to make a pairable device.

    NomadicClericNomadicCleric17 dagar sedan
  • Loved the analogy !!

    Ali ElreichouniAli Elreichouni17 dagar sedan
  • Literally to literally literally

    Alexander DunlapAlexander Dunlap18 dagar sedan
  • hey is it possible for unverified content creators to upload on nebula?

    MonstorMonstor18 dagar sedan
  • 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.

    WolfWolf18 dagar sedan
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    Marvin InceMarvin Ince18 dagar sedan
  • 2:22 bro like how many like can i have one mac book

    L SaoudiL Saoudi18 dagar sedan
  • 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.

    Deonte ManningDeonte Manning19 dagar sedan
  • 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.

    Alexander WindhAlexander Windh19 dagar sedan
  • 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*

    TMTM19 dagar sedan
  • Frictionlessly

    Marley NeffMarley Neff20 dagar sedan
  • When he scrolled through all of his devices on find my.....

    XanderXander20 dagar sedan
  • 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

    Kaiyan LeongKaiyan Leong20 dagar sedan
  • So what can we learn from this? Make you product cross platform. That way you're just 50% dead after Apple copies your idea.

    +Tec+Tec20 dagar sedan
  • 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.

    Kamugin1Kamugin120 dagar sedan
  • Mkbhd dumbs down things for the generic brain dead masses again.

    FinnrtbobsFinnrtbobs20 dagar sedan
  • 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.

    Brandon E.Brandon E.21 dag sedan
  • You can also choose not to use apple products. I do and I don’t regret it.

    idbwidbw21 dag sedan
  • !!!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.

    DaveModyDaveMody21 dag sedan
  • 2:22 what a flex

    Oliver KöditzOliver Köditz22 dagar sedan
  • its called monopolizing

    steven 15steven 1522 dagar sedan
  • I love how he just has the mouse charging UPSIDE DOWN in the background the whole time. LOL

    Young BoysYoung Boys23 dagar sedan
  • 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

    MWB GamingMWB Gaming23 dagar sedan
  • Why didn’t Apple acquire Tile?

    RadiojctRadiojct23 dagar sedan
  • 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 ???

    Shakir MunawarShakir Munawar23 dagar sedan
  • 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.

    LucasLucas23 dagar sedan
  • Killing them softly hahaha

    Ap RoyalAp Royal24 dagar sedan
  • If other companies do this way, apple definitely sues them until they dying

    Alex JAlex J24 dagar sedan
  • nice content!!!

    Alex JAlex J24 dagar sedan
  • Not much Paradox of Choice in the way they dealt with Flash.

    wrlwrl24 dagar sedan
  • I'd prefer apple to conquer the world instead of China conquering the world🙂🙃;-)

  • 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.

    Randell HendleyRandell Hendley24 dagar sedan
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    Andy ZhangAndy Zhang24 dagar sedan
  • 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"

    Wesley LuttrellWesley Luttrell25 dagar sedan
  • They should pay those companies royalties for stealing their ideas.

    A AA A25 dagar sedan
  • AMEN.

    Tomáš FilipTomáš Filip25 dagar sedan
  • 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.

    Gareth PerchGareth Perch25 dagar sedan
  • 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

    Captain KeyesCaptain Keyes25 dagar sedan

    albert alfredalbert alfred25 dagar sedan
  • Welcome to capitalism where your business only exists as long as a billion dollar doesn’t think about taking your market

    Greatest EverGreatest Ever25 dagar sedan
  • Apple can do whatever it needs to do and the competition should just work harder to compete.

    hi9580hi958026 dagar sedan
  • Really great video, man. Got a new subscriber.

    ThisWild AdventureThisWild Adventure26 dagar sedan
  • Lmao the magic mouse charging upside down in the background

    oreganooregano26 dagar sedan
  • I own and use a Mac and bought myself a Fairphone, because I love the idea behind it. But Google does not help Android users with a Mac. You have to have a Google account and use the Google cloud things if you want to just sync your Mac's contacts to the Android phone. There's a crappy Android file transfer app, but that's it. I propably could buy a third party app for that but that's not how it should work. So I switched back to an iPhone.

    Hans DampfHans Dampf26 dagar sedan
  • Maybe a solution would be heavy and I mean HEAVY patents on tue products... But now then... Their product market would shorten... Damn...

    Daniel FregosoDaniel Fregoso26 dagar sedan
  • The real competitor to sidecar is luna display.

    sinoptiksinoptik26 dagar sedan
  • Frictionless

    Oscar CallesOscar Calles27 dagar sedan
  • This is a really great lesson for young developers! Cause it's not just apple, all companies do it!

    Arian SArian S27 dagar sedan
  • Big companies always take advantage of small companies that have good products. They copy and show it as a new invention (they did), sometimes as a new product. The sad thing for me is, when Steve Jobs lived at least, Apple tried to innovate. But now, always have the same technology or make the screen bigger, new color, etc. Is like..."Give a dog a bad name and hang it."

    DavekimdongDavekimdong27 dagar sedan
  • Nice 👌🏻👍🏻

    Suman DasSuman Das27 dagar sedan