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:

  • Marques Brownlee
    Marques Brownlee

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

    • sreamwalker24

      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

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

    • T R
      T R

      @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

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

    • e3vL1

      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

  • VictoriaWood (as seen on TV)
    VictoriaWood (as seen on TV)

    Watson was absolutely shocking 🙁

  • Alireza Nayeri
    Alireza Nayeri

    15:03 Who else recognized Ayatollah Khomeini? ;)

  • Seif Boumegouas
    Seif Boumegouas

    Can you imagine what it means when a 160 warplanes, which are the most destructive and advanced in the world, to launch 450 raids in 40 minutes, attacking a besieged area in a specific geographical area? This is what happened last night in the North Gaza Strip. It was like hell in every sense of a word. We can’t believe that the sun has rise again from the intensity and horror of what happened.

  • David Pauze
    David Pauze

    This might be the most intelligent analogy that I have seen as it relates to how Apple is basically destroying everything in it's path and nobody being able to do a damn thing about it!

  • Imraan Ahmed
    Imraan Ahmed

    so apple steal other people's idea and then improves it and call it a day

  • Tom Swerts
    Tom Swerts

    I see an analogy with how Amazon notices popular products in their webshop and creates similar products under their own label.

  • Eric Primavera
    Eric Primavera

    Since it's Apples software and what not, they should be allowed to do whatever they want

  • Tien Pham
    Tien Pham

    but can apple create calculator app for the ipad?

    • npgoalkeeper _
      npgoalkeeper _

      It exists through spotlight search

  • Cerita Jones
    Cerita Jones

    “I’ll link the video below the like button” I see what u did there 😏

  • Zabdi Matteo Avo
    Zabdi Matteo Avo

    Can you do a light phone video marques

  • Phil Pan
    Phil Pan

    when an "ECOSYSTEM" becomes a MONOPOLY

  • Vinayak Singhal
    Vinayak Singhal

    2:22 sheesh thats way too many devices

  • Kyle Prince
    Kyle Prince

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

  • Franklin Tang
    Franklin Tang

    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.

  • Ryan Holbrook
    Ryan Holbrook

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

  • Tulio Viloria
    Tulio Viloria

    Definitely iPhone is the 🦈

  • itsmyaccount

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

  • Geordie 1974
    Geordie 1974

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

  • Sudip Das
    Sudip Das

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

  • Ayman Hazim
    Ayman Hazim

    wow the intro speech is so 🔥🔥🔥

  • Ringsfjord

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

  • 밝은눈

    apple apple... only apple?

  • vonster ward
    vonster ward

    when will you get the new ipad pro 2021 for unboxing

  • Musa Twala
    Musa Twala

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

  • Paul Sukhu
    Paul Sukhu

    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?

  • 062 Rabeeh Kalathil
    062 Rabeeh Kalathil

    Mkbhd giving voice to companies against the big bully

  • Sorren Averia
    Sorren Averia

    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.

  • Gallant Sage 69
    Gallant Sage 69

    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.

  • Kacchan

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

  • Soham 2077
    Soham 2077


  • Sam Kužel
    Sam Kužel

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

  • Scott Baker
    Scott Baker

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

  • Fernão Morato
    Fernão Morato

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

    • Hey Byron
      Hey Byron

      Capitalism is predatory always will be

  • FahimR

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

  • Adrian Siwiec
    Adrian Siwiec

    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 :))

  • Oualid Bo
    Oualid Bo

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

  • Noor Arjmand
    Noor Arjmand

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

  • Baron Of Hell
    Baron Of Hell

    I chose to watch this video.

  • Ashton Wyss
    Ashton Wyss

    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...

  • Wooukie


  • Jeny Padilla
    Jeny Padilla

    “You have a choice” Do you though? 🤔

  • Tom Lis
    Tom Lis

    Apple only steals.

  • Cristian Chelcea
    Cristian Chelcea

    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

  • secureinmyrandom

    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.

  • Manvir Chahal
    Manvir Chahal

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

  • Josh Klapperich
    Josh Klapperich

    All i want is an apple printer

  • Arpan Bag
    Arpan Bag

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

  • Ben Bowring
    Ben Bowring

    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.

  • A B
    A B

    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.

  • A B
    A B

    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.

  • rid

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

  • christopher quijano
    christopher quijano

    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 🍎

  • Teetwo Dev
    Teetwo Dev

    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.

  • Jeevak Kuwar
    Jeevak Kuwar

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

  • Mingmar Lama
    Mingmar Lama

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

  • Walter Crim
    Walter Crim

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

  • Shreyas p
    Shreyas p

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

  • Supreme Liberal Being
    Supreme Liberal Being

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

  • aditya dunna
    aditya dunna

    the amount of devides that marques has 2.25 lmao

  • Rudi du Plooy
    Rudi du Plooy

    Really great video. Really enjoyed it.

  • Scott T
    Scott T

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

  • Michael Logan
    Michael Logan

    Great video.

  • thatwasprettyneat

    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.

  • thatwasprettyneat

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

  • Justin Price
    Justin Price

    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.

  • Anita Butler
    Anita Butler

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

  • Anita Butler
    Anita Butler

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

  • El Niño
    El Niño

    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. 🤷‍♂️🤷‍♂️

  • Alexia Davidovici
    Alexia Davidovici

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


    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

  • dboc2000

    And Marques just got bigger in my mind.

  • Elite Alpaca
    Elite Alpaca

    Nice video

  • DerpsAwsomeAndRule

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

  • Yuriy Kartuzov
    Yuriy Kartuzov

    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

  • SirBumRush

    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.

  • RedBlueSpot

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

  • Kit-13-Lucky

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

  • John Iwueke
    John Iwueke

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

  • Vignesh Miriyala
    Vignesh Miriyala

    MKBHD is the original Remora! :)

  • sufiya malgaonkar
    sufiya malgaonkar

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

  • Matt Ross
    Matt Ross

    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

  • Joe Prestera
    Joe Prestera

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

  • May4Real

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

  • Teo

    What about beats

  • Prakull Sharma
    Prakull Sharma

    android for life !

  • Caren Shawnee
    Caren Shawnee

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

  • Bharat Kumar Gupta
    Bharat Kumar Gupta

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

  • Mutsu Hanma
    Mutsu Hanma

    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...

  • Paul-Etienne Chadenet
    Paul-Etienne Chadenet

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

  • Jay

    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.

  • Sankalp Gupta
    Sankalp Gupta

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

  • Jon Reed
    Jon Reed

    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.

  • Radu Teodor Dragos
    Radu Teodor Dragos

    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.

  • Roger bravo
    Roger bravo

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

  • Bryan Bofill
    Bryan Bofill

    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.

  • Aibal Techy
    Aibal Techy

    From kerala with love


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

  • exadeci

    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.

  • grig

    My AirTags (with custom engravings) arrive next Monday