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 Brownlee16 ימים לפני

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

  2. sreamwalker24

    sreamwalker246 ימים לפני

    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

  3. Kaff231

    Kaff2316 ימים לפני

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

  4. T R

    T R7 ימים לפני

    @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.

  5. Gurjit Singh

    Gurjit Singh8 ימים לפני

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

  6. e3vL1

    e3vL18 ימים לפני

    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

  7. Vinayak Singhal

    Vinayak Singhal35 דקות לפני

    2:22 sheesh thats way too many devices

  8. Kyle Prince

    Kyle Prince41 דקה לפני

    Excellent critique of Apple... with all your Apple products in the background

  9. Franklin Tang

    Franklin Tang3 שעות לפני

    Would a patent against Apple products make a difference? For example, tile patent their idea of having a bluetooth tile to find your devices. That way apple will have to pay royalties if they want to copy that tech into their ecosystem.

  10. Ryan Holbrook

    Ryan Holbrook5 שעות לפני

    it's the plugged in magic mouse for me ):

  11. Tulio Viloria

    Tulio Viloria6 שעות לפני

    Definitely iPhone is the 🦈

  12. itsmyaccount

    itsmyaccount8 שעות לפני

    It is simple, Dont look at that shark there is alot of fish in the sea :)

  13. Geordie 1974

    Geordie 19748 שעות לפני

    Duet was terrible, but I had a choice. Third party styluses were awful, but I had a choice.

  14. Sudip Das

    Sudip Das12 שעות לפני

    There's no way Apple kill Watches in general ! I am an Apple fan and I can say that for sure.

  15. Ayman Hazim

    Ayman Hazim13 שעות לפני

    wow the intro speech is so 🔥🔥🔥

  16. Ringsfjord

    Ringsfjord15 שעות לפני

    Byt Apple does all these things way better, so what's the problem?

  17. 밝은눈

    밝은눈15 שעות לפני

    apple apple... only apple?

  18. vonster ward

    vonster ward15 שעות לפני

    when will you get the new ipad pro 2021 for unboxing

  19. Musa Twala

    Musa Twala16 שעות לפני

    This guy is probably the best tech reviewer there is👌🏾

  20. Paul Sukhu

    Paul Sukhu19 שעות לפני

    Why can’t Tile create a tag that is compatible with both the Apple “Find My” app and their native app/network? That’s not the same as an app. Remember when you had to download an app to open a .zip file on a computer?

  21. 062 Rabeeh Kalathil

    062 Rabeeh Kalathil19 שעות לפני

    Mkbhd giving voice to companies against the big bully

  22. Sorren Averia

    Sorren Averia19 שעות לפני

    I think Apple should be asking permission to use your iPhone in a network of AirTag. I don't want people taking advantage of my iPhone as a middle man for locating their AirTags. It's my iPhone. Same thing with Tile. If I install their app I agree to the fact that they are going to use my phone as a network. That way Apple doesn't have an unfair advantage to their competitors.

  23. Gallant Sage 69

    Gallant Sage 69יום לפני

    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.

  24. Kacchan

    Kacchanיום לפני

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

  25. Soham 2077

    Soham 2077יום לפני


  26. Sam Kužel

    Sam Kuželיום לפני

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

  27. Scott Baker

    Scott Bakerיום לפני

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

  28. Fernão Morato

    Fernão Moratoיום לפני

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

  29. FahimR

    FahimRיום לפני

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

  30. Adrian Siwiec

    Adrian Siwiecיום לפני

    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 :))

  31. Oualid Bo

    Oualid Boיום לפני

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

  32. Noor Arjmand

    Noor Arjmandיום לפני

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

  33. Baron Of Hell

    Baron Of Hellיום לפני

    I chose to watch this video.

  34. Ashton Wyss

    Ashton Wyssיום לפני

    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...

  35. Wooukie

    Wooukieיום לפני


  36. Jeny Padilla

    Jeny Padillaיום לפני

    “You have a choice” Do you though? 🤔

  37. Tom Lis

    Tom Lisיום לפני

    Apple only steals.

  38. Cristian Chelcea

    Cristian Chelceaיום לפני

    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

  39. secureinmyrandom

    secureinmyrandomיום לפני

    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.

  40. Manvir Chahal

    Manvir Chahalיום לפני

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

  41. Josh Klapperich

    Josh Klapperichיום לפני

    All i want is an apple printer

  42. Arpan Bag

    Arpan Bagיום לפני

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

  43. Ben Bowring

    Ben Bowringיום לפני

    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.

  44. A B

    A Bיום לפני

    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.

  45. A B

    A Bיום לפני

    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.

  46. rid

    rid2 ימים לפני

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

  47. christopher quijano

    christopher quijano2 ימים לפני

    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 🍎

  48. Teetwo Dev

    Teetwo Dev2 ימים לפני

    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.

  49. Jeevak Kuwar

    Jeevak Kuwar2 ימים לפני

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

  50. Mingmar Lama

    Mingmar Lama2 ימים לפני

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

  51. Walter Crim

    Walter Crim2 ימים לפני

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

  52. Shreyas p

    Shreyas p2 ימים לפני

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

  53. Supreme Liberal Being

    Supreme Liberal Being2 ימים לפני

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

  54. aditya dunna

    aditya dunna2 ימים לפני

    the amount of devides that marques has 2.25 lmao

  55. Rudi du Plooy

    Rudi du Plooy2 ימים לפני

    Really great video. Really enjoyed it.

  56. Scott T

    Scott T2 ימים לפני

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

  57. Michael Logan

    Michael Logan2 ימים לפני

    Great video.

  58. thatwasprettyneat

    thatwasprettyneat2 ימים לפני

    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.

  59. thatwasprettyneat

    thatwasprettyneat2 ימים לפני

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

  60. Justin Price

    Justin Price2 ימים לפני

    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.

  61. Anita Butler

    Anita Butler2 ימים לפני

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

  62. Anita Butler

    Anita Butler2 ימים לפני

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

  63. El Niño

    El Niño2 ימים לפני

    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. 🤷‍♂️🤷‍♂️

  64. Alexia Davidovici

    Alexia Davidovici3 ימים לפני

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

  65. DLA LAD

    DLA LAD3 ימים לפני

    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

  66. dboc2000

    dboc20003 ימים לפני

    And Marques just got bigger in my mind.

  67. Elite Alpaca

    Elite Alpaca3 ימים לפני

    Nice video

  68. DerpsAwsomeAndRule

    DerpsAwsomeAndRule3 ימים לפני

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

  69. Yuriy Kartuzov

    Yuriy Kartuzov3 ימים לפני

    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

  70. SirBumRush

    SirBumRush3 ימים לפני

    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.

  71. RedBlueSpot

    RedBlueSpot3 ימים לפני

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

  72. Kit-13-Lucky

    Kit-13-Lucky3 ימים לפני

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

  73. John Iwueke

    John Iwueke3 ימים לפני

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

  74. Vignesh Miriyala

    Vignesh Miriyala3 ימים לפני

    MKBHD is the original Remora! :)

  75. sufiya malgaonkar

    sufiya malgaonkar3 ימים לפני

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

  76. Matt Ross

    Matt Ross3 ימים לפני

    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

  77. Joe Prestera

    Joe Prestera3 ימים לפני

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

  78. May4Real

    May4Real3 ימים לפני

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

  79. Teo

    Teo3 ימים לפני

    What about beats

  80. Prakull Sharma

    Prakull Sharma3 ימים לפני

    android for life !

  81. Caren Shawnee

    Caren Shawnee3 ימים לפני

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

  82. Bharat Kumar Gupta

    Bharat Kumar Gupta3 ימים לפני

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

  83. Mutsu Hanma

    Mutsu Hanma3 ימים לפני

    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...

  84. Paul-Etienne Chadenet

    Paul-Etienne Chadenet3 ימים לפני

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

  85. Jay

    Jay3 ימים לפני

    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.

  86. Sankalp Gupta

    Sankalp Gupta4 ימים לפני

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

  87. Jon Reed

    Jon Reed4 ימים לפני

    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.

  88. Radu Teodor Dragos

    Radu Teodor Dragos4 ימים לפני

    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.

  89. Roger bravo

    Roger bravo4 ימים לפני

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

  90. Bryan Bofill

    Bryan Bofill4 ימים לפני

    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.

  91. Aibal Techy

    Aibal Techy4 ימים לפני

    From kerala with love


    AHMAD ALRADWAN4 ימים לפני

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

  93. exadeci

    exadeci4 ימים לפני

    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.

  94. grig

    grig4 ימים לפני

    My AirTags (with custom engravings) arrive next Monday

  95. _scottha

    _scottha4 ימים לפני

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

  96. Anthony Hockley

    Anthony Hockley4 ימים לפני

    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....

  97. Jelly Bean

    Jelly Bean4 ימים לפני

    Apple kills you so nicely...

  98. Craig G

    Craig G4 ימים לפני

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

  99. Samuel Cohen

    Samuel Cohen4 ימים לפני

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

  100. Abutu gaming

    Abutu gaming4 ימים לפני


  101. Senshai

    Senshai4 ימים לפני

    I hope epic games win

  102. Jeffrey Eekhoff

    Jeffrey Eekhoff4 ימים לפני

    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...

  103. Titus Robinson

    Titus Robinson4 ימים לפני

    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.

  104. O C

    O C4 ימים לפני

    Smart tag is better .

  105. Vander Cooks

    Vander Cooks4 ימים לפני

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