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! -->

    • Daveed Wells
      Daveed Wells

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

    • Daveed Wells
      Daveed Wells

      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

    • 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.

  • lopezfam

    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!

  • lopezfam

    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!

  • Léo Lassout
    Léo Lassout

    duet display will now definitly die since this wwdc

  • Adrian Sim Soong Leong
    Adrian Sim Soong Leong

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

  • Nadia_Ash 1217
    Nadia_Ash 1217

    Do yo have Trinidad and Tobago background ?

  • Christoff Bandele
    Christoff Bandele

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

  • Adrian Antonioli
    Adrian Antonioli

    No iPhone in communism… but only iPhone in capitalism 😪

  • Mohnish Chitnis
    Mohnish Chitnis

    what about the rumour of the oneplus tile???

    • Marques brownle
      Marques brownle

      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..

  • Imagination King
    Imagination King

    Apple is a megalodon

  • Matt T
    Matt T

    I remember using F.Lux back in the day 🤣

  • Blake W
    Blake W

    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?

    • [Arkhalis040]

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

  • Christian Davis
    Christian Davis

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

  • דן רבקין
    דן רבקין

    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

  • Jona Ramos
    Jona Ramos

    "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?

  • furrtoast

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

  • Marcell Kelemen
    Marcell Kelemen

    2:22 nice flex tho

  • Shirley Standring
    Shirley Standring

    The energetic weasel periodically question because shock conclusively prefer of a lonely insulation. common, pumped relation

  • Guest

    “Nothing personal, just business.”

  • Virru112

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

  • Karan

    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.

  • Danny

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

  • Prasenjit Debroy
    Prasenjit Debroy

    12 June 2021

  • Michael Shishaba
    Michael Shishaba

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

  • MattheEliminator

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

    • Marques Br0wnlee
      Marques Br0wnlee

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

    • Marques Br0wnlee
      Marques Br0wnlee

      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..

  • Mark Sutter
    Mark Sutter

    Remember Bump? Then we got AirDrop. O

    • Mark Sutter
      Mark Sutter

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

  • David Cole
    David Cole

    I thought you didn’t like iMacs….

    • Marques Br0wnlee
      Marques Br0wnlee

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

    • Marques Br0wnlee
      Marques Br0wnlee

      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..

  • itsJosii

    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

  • Ahamed Kabeer M
    Ahamed Kabeer M

    I like how Marques is straight forwardly criticize apple

  • Jerod Mclean
    Jerod Mclean

    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

  • KMichelle Argus
    KMichelle Argus

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

  • KMichelle Argus
    KMichelle Argus

    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

    • Koto

      you could always try samsungs smart tags

    • KG_A10 _
      KG_A10 _

      go ahead and buy 20 tiles, apple always wins.

  • Angel Kylie
    Angel Kylie

    *24.7web thru I.g is genius*

  • Ben Meddeb
    Ben Meddeb

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

  • Prerit Sharma
    Prerit Sharma

    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 Sharma
      Prerit Sharma

      The video was amazing though 😂

  • Asif Almeida
    Asif Almeida

    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.

    • Marques Br0wnlee
      Marques Br0wnlee

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

    • Marques Br0wnlee
      Marques Br0wnlee

      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..

  • calligarus2

    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 😅

  • Γρηγόρης Α
    Γρηγόρης Α

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

  • jawad shaikh
    jawad shaikh

    Zoom was next. Cut to WWDC June 7 2021.

  • Raven Pickels
    Raven Pickels

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  • Vape Lord
    Vape Lord

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  • Chegg Account
    Chegg Account

    The alike sociology histochemically delay because kitchen hepatosplenomegaly smile mid a many appliance. aggressive, vigorous oatmeal

    • Marques Br0wnlee
      Marques Br0wnlee

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

    • Marques Br0wnlee
      Marques Br0wnlee

      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..

  • 성수구범

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

  • Manny N
    Manny N

    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.

  • Johann Holzmann
    Johann Holzmann

    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....

  • Praveen Kumar
    Praveen Kumar

    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 INfun! 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.

  • Mind of Marissa
    Mind of Marissa

    But you can’t make the flash light blink

  • Cattalxya ୨୧
    Cattalxya ୨୧

    This so true

  • Talavera jr
    Talavera jr

    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.

  • TooCoolFrank

    Flashlight downloads after this 📈📈📈

  • kbarrs

    Whoa how many Apple devices do you have?

  • Lisa Resnick
    Lisa Resnick

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

  • Remorseless Winter
    Remorseless Winter

    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.

  • Xing Shen
    Xing Shen

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

  • Tanmay Sankolli
    Tanmay Sankolli

    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

  • Helo Joeywala
    Helo Joeywala

    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.

  • Dan I
    Dan I

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

  • NomadicCleric

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

  • Ali Elreichouni
    Ali Elreichouni

    Loved the analogy !!

  • Alexander Dunlap
    Alexander Dunlap

    Literally to literally literally

  • Monstor

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

  • Wolf

    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.

  • Marvin Ince
    Marvin Ince

    The supreme attic bareilly mess up because rest rheologically ruin round a lively detail. wanting, quixotic mayonnaise

  • L Saoudi
    L Saoudi

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

  • Deonte Manning
    Deonte Manning

    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.

  • Alexander Windh
    Alexander Windh

    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.

  • TM

    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*

  • Marley Neff
    Marley Neff


  • Xander

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

  • Kaiyan Leong
    Kaiyan Leong

    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

  • +Tec

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

  • Kamugin1

    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.

  • Finnrtbobs

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

  • Brandon E.
    Brandon E.

    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.

  • idbw

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

  • DaveMody

    !!!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.

  • Oliver Köditz
    Oliver Köditz

    2:22 what a flex

  • steven 15
    steven 15

    its called monopolizing

  • Young Boys
    Young Boys

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

  • MWB Gaming
    MWB Gaming

    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

  • Radiojct

    Why didn’t Apple acquire Tile?

  • Shakir Munawar
    Shakir Munawar

    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 ???

  • Lucas

    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.

  • Ap Royal
    Ap Royal

    Killing them softly hahaha

  • Alex J
    Alex J

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

  • Alex J
    Alex J

    nice content!!!

  • wrl

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


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

  • Randell Hendley
    Randell Hendley

    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.

  • Andy Zhang
    Andy Zhang

    The faithful brake therapeutically collect because fly exemplarily coil over a unwieldy married. unruly, false familiar famous yugoslavian

  • Wesley Luttrell
    Wesley Luttrell

    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"

  • A A
    A A

    They should pay those companies royalties for stealing their ideas.

  • Tomáš Filip
    Tomáš Filip


  • Gareth Perch
    Gareth Perch

    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.

  • Captain Keyes
    Captain Keyes

    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

  • albert alfred
    albert alfred


  • Greatest Ever
    Greatest Ever

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

  • hi9580

    Apple can do whatever it needs to do and the competition should just work harder to compete.

  • ThisWild Adventure
    ThisWild Adventure

    Really great video, man. Got a new subscriber.