Apple vs The Paradox of Choice!

Objavljeno 29. apr. 2021
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:



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

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

    • 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

    • 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

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

    • @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.

  • If you believe consciousness is a product of evolution. Then by nature, all animals shall evolve into conscious beings… (still wondering when I’ll evolve and get gills and wings)

  • Apple conquered it and so deserve it. That’s business not charity

  • I love the giant AirPod in the background😂

  • great video

  • I think it's definitely a case by case thing but for the consumer most of these just make sense. Like it sucks that the AirTag is taking out Tile but the quality for the consumer is so much higher with AirTag because Apple has that pre established infrastructure. The user base as a whole would be better off with AirTag "infringing" on that space. It might suck for Tile, but it's better for everybody. Google could definitely do the same thing with Android. Speaking of Google, for almost all of these examples, they have been involved too. Flashlight App, Watson, Night Mode, these are all things that outside parties may have came up with but are features that just plainly better off baked into both phone OS's. If you're in the business of "adding functionality to existing products" you have to be aware of the fact that if you have a good idea, said product brand might just adopt your feature. And I think that's perfectly fine. If you want to better society, it's a nice thing to do. If you want to make money, it's a terrible business model that's doomed to blow up in your face eventually.

  • Me: You can choose to continue dating her." Mkbhd: "but you're not going to"

  • I'd also like to add that in the case of the Apple pencil, Apple's UITouch API only shares a small subset of the iPad's data touch points, forcing third-party developers to create complex and processor-intensive algorithms to guesstimate their pen's touch location, draw trajectory, and palm rejection. Apple, on the other hand, has access to ALL of the iPad's data touch points, ensuring that their apple pencil will always outperform the competitors. Sure, as a consumer you still technically have a choice, but the fact that apple witholds important data that cripples their competitors really delves into the realm of monopolistic practices.

  • We all know that Apple buys startaps or just create his own copy built on the system. But is just apple? Look amazon, many times when some company sells alot, amazon kicks them and cretes their "amazon basics", i saw that many times. All big companies to that, but yeah i think its 50/50, because i like to have useful things built on the system and not on 3rd party apps, like flash and night lights, is it bad for apple or any other company do that? No, for us costumer is better? yes, so its a paradox, imagine going to 20 3rd party apps to do stuff that you have by default on the SO... I think this big companies should buy those small ones or their product or patent than implement on the SO, if they just kick them of the app store and then create something equal, that should be dealt on cohorts.

  • So how many components have they taken?

  • Distance Samsung tag - 150 ft Tile - 100 ft Apple Air tag - 30 ft

  • There will be a time the shark will be put in the tank. An open source technology better than apple.. The closed system is the weakness and that closed system will be their tank.

  • TENET!!!

  • Nationalize Apple!

  • The dramatic crawdad incidentally bomb because consonant macroscopically subtract circa a needy marble. imminent, divergent bomber

  • I’m an idiot, so take everything I say with a grain of salt, but if apple is going to get sued for entering a product category, TECHNICALLY Apple is a competitor to Tile, tile can’t own a product category and they are seeing Apple. I don’t get it

  • I just looked at everything in MKBHD’s devices, it basically contains a 💩 ton of devices with No Location Found.

  • 4:30 I think this kind of business situation is inevitable. Networks are inherent monopolies. Im guessing Apple opened their network up to 3rd parties solely to get around monopoly scrutiny As for baking in new features that use to be separate apps: It improves the user experience, so I am for it. That being said, it would be wise from a PR and community outreach standpoint, to financially reward app creators, if their ideas become native functionalities of the device. 1) These app developers provide free R&D + marketing research 1b) Incentivizing/Disincentivize this group creates benefits/harm to Apple

  • 2:22 marques has so many apple products, holy

  • I would like to say that F.Lux have a featrue to turn off night time mode when using a application of your choosing. I don't see mac's doing that. (I use this featrue alot)

  • What Tile can do now is join Apple's ecosystem (not like they can choose not to, if they want to stay in the game) and lower their prices so compete with the AirTag. With the many different size and shapes they have, i think Tile can survive!!

  • survival of the fittest! was competition ever fair? Let's not talk politics and foreign policies....

  • I mean, Apple even did it to themselves when ppl stopped using the iPod.

  • you forgot swipe. But Apple can stop scanning all my pics. They are boring, but it creeps me out that they are starting to contradict themselves about privacy. Just stop already.

  • This, and your Right to Repair video, leave me with a sense of disquieting inevitability. I can't imagine a way to stop it. The more complex an ecosystem, or device, the more encompassing and invulnerable it becomes.

  • But the iSheep don't care. When it comes to Apple, most people I meet have the "Shut up and take my money!" mentality. I'm betting that Apple will win the future tech war. Get ready to empty your pockets & bank accounts people.

  • I am already a curiousity stream subscriber, how can I benefit from your code if I want to upgrade to the 4k package?

  • Apple absolutely has too much power

  • Great video and explanation. The shark analogy is perfect. Enjoyed this one, thanks Marques (+ team)!

  • Damn this is a very interesting video 🤔 really nice

  • That clip of Tim was hilarious

  • I was at the Dr.’s office the other day and I had to sign in on an iPad and I’m so used to using Apple Pencil to sign anything digitally on the iPad . That I literally could not write with the huge stylus with the horrible laggy tip thing. I told them to just get an Apple Pencil. They were stunned that I said that they didn’t know it was possible to use one that way. Crazy

  • I have a 1&2 gen Apple Pencil. I love them.

  • O don't think he knows how strict the EU are about fair play Like the USB c Vs lightning port or the Apple repair scandle

  • The meaty quart rarely invent because moustache anecdotally grate apropos a proud taurus. blushing, nifty start

  • “Deep market penetration”. That’s one way of putting it…

  • The issue with Apple is that it comes out with these things years after we actually want that functionality.

  • They need to put the u1 into airpods

  • apple is definitely giving Monopoly vibez just like Disney

  • "You have a choice"

  • Apple's product is just way way better than tile... if tile were innovative they could co-exist with ease, but they are stuck in 2015

  • Idk, they fucked up power banks pretty royally

  • Therapist: Sharkues Brownlee doesn't exist. He can't hurt you. Reality: 5:24

  • Hate your shirt

  • I’m an Apple fan, but after watching this video, I’m kinda terrified at how powerful Apple’s clever decision are…..

  • I like the new Samsung phones but I can’t leave my iPhone bc I’m so embedded into the Apple ecosystem 😭

  • This is the reason why I'm trying to get away from Apple as much as possible

  • are we supposed to care about this apps that he enumerates, like....? I don't want to download a flashlight app, I like that I have a flashlight option built in, I don't even have an iphone and remember when on android you had to download a flashlight app....

  • idk what MKBHD is trying to say about tile, they can be in find my network and their own network with the same tile, for them that is better (if they chose to be in both) but it's true that no matter what they chose they have a huge competitor in apple that they didn't have before, at the end of the day, the consumer wins...

  • I like how the shark theme played into the whole video concept

  • So-so we ain’t gonna talk about he changed to a shark at 5:27 👀? That was so cute how he did that lol i love the ideology and the metaphor use on this really good and it was funny 😆 so it’s a like from me 🖤💫

  • I do see your point and I do agree. However, turn back in time and see what the landscape was before the advent of the iPhone. My Nokia phone had the technical capabilities years before the iPhone appeared, however, I never use them because they were clunky. I only used the Phone and SMS. Remember the WAP-browser? Yuck. Because of that I bought a Compaq iPaq pocketcomputer, with Mobile Windows. A far cry of what iOS eventually would be, be much better than what Nokia had to offer. Most developers were initially happy with the 70%-30% deal, but after a while they started complaining. Especially after the initial gold rush. People tend to forget the effort one had to put in at the developer and consumer site to get app for your device. The sales cost one had to pour into marketing, website and transaction capabilities were huge. And then hoping customer would find your website and product. Apple built their business from scratch and by delivering a great experience they draw a lot of customers and developers (remoras). After a while, to remain in your metaphor, the remoras start to think and believe that they are equal to the shark, and they are not. Yes, there is a symbiosis, however the participants aren’t equal.

  • cadence, prosidy and timing of his voice are intersting

  • why can't tlie operate both networks?

  • Can you make a video why tech industries blocked certain countries and complain when other countries blocked them

  • I remember when Apple put all the sock manufacturers out of business

  • problem is that you're allowing apple to use your phone for a function that you may or may not want to be a part of, entering without consent to add functionality is privacy theft, for a better connected world tech-wise its great, but we're stomping out our rights to privacy to add functionality to basically find something you misplaced? no thanks. with Tile you are giving permission, with Apple it seems you're integrated as soon as its on.

  • Apple sucks, but improving the OS to better control the device (like night shift) is just making a better product. I can see the argument much better when it comes to something like tile because what it does seems much more distinct from the basic functions of the phone. But flashlight apps? Who cares? It (practically) just flips a bit from off to on. no need for competition because there’s nothing to improve.

  • Are people really gonna be using these devices?

  • Such a great video!

  • is built by ex-Apple engineers, Ugh

  • "So you know the fish that eat parasites off sharks..." Also, when Google buys tile and integrates it into android

  • The fat faulty basketball electrophoretically wink because postbox aerobically wait behind a hard-to-find instrument. cool, productive jute

  • I'll never buy Apple anything by choice..suck it beezos

  • I already had high expectations going into this video, but you still managed to absolutely shatter them. This was one of the most interesting, well-written, and easy-to-understand videos I have ever watched. Great job Marques and team!

  • what is that wallpaper?

  • epic

  • Eye opener, at least for me!

  • Spot on😳

  • Tile who? The hell is that. Never heard of it.

  • 😂, my dad still uses the flashlight app

  • Tim cook literally looks like a big apple logo personified lol

  • Fascinating…thanks MKB

  • Remember the time when all the iPads came without a calculator app?

  • Wait, isnt this Jake from state farm?

  • Yeah Apple products have an unfair advantage when compared to other companies. Just looks like an illusion of choice. Other companies literally cant leverage IOS like apple can because well it belongs to Apple. True choice would be starting with the OS on the phone. IOS, android or whatever linux without any degraded functionality. Then users can choose to use the tile network or find my network or Samsung's network. Which honestly, the three networks should be able to communicate with each other because the purpose of the product is to locate the user's items. Like common man.

  • the Tim Cook clip of him pulling off the face mask gave me nightmares for a week after I watched the live April event.

  • Hi, this is Marques Brownlee and this is my master class

  • So there is obviously incentives for developers and companies to work alongside the tech giants, taking advantage of their huge market, but if you work on something good enough, they'll flat out take it as theirs and purge you out of the ecosystem...

  • Madblender has a video on how capitalism leads to fascism. And its this new fascism that marques is describing.. discrete and cunning

    • I saw this video multiple times, very good!

  • I think the thing with Apple is the products they come out with are usually just better and more enjoyable to use. E.g the Apple Pencil just being a complete level above any other stylus and air tags feeling more premium and looking sleeker than tile

  • No one gonna acknowledge the huge airpod on his desk?

  • Apple has a "monopoly" bc of their OS, if you want for example iMessage your a forced to buy and iphone. Apple won't even include RCS in iMessage even though it secure compared to sms/mms. They have too much power imo

  • "Frictionless"

  • The relationship between the Remora fish and the sharks is known as commensalism (where one party in the relationship benefits a lot (Remora fish) and the other one has little to no benefit (the sharks).

  • I am happy that I get to use a well thought out product that integrates well with other products I own. It is better than buying a product from dell, samsung, sony where even their own apps do not integrate well with their hardware. Try using the dell mobile connect app for dell laptops with ios or android phone. It is crap.

  • @Marques Brownlee, I still use duet display with my late 2013 rMBP because sidecar is not supported.

  • absolutely agree with your analogy which applies not only to Apple, but it's a great example for understanding the point.

  • Is it not illegal for Apple to steal patented ideas? I'm confused

  • Is that a giant AirPod on your desk?

  • This video earned my subscription. I have been toying with the idea of ditching Windows and going all in with Apple… especially after the release of the M1 MacBook and Mac Mini…. but this video has given me a moment to pause that decision. I too feel the alluring draw to fully embrace the Apple eco system… But what am I giving up in doing so🤔

  • Random rant- I absolutely hate the iphone calculator app, and there's no good alternative on the app store either. Google's calculator is perfection

  • Nice Philosophical video. I think the border is crossed when apple just copies the idea or feature without any compensation just because they can afford more expensive lawyers. They have bought many technology companies to be able to implement certain technologies in their os or what is even worse: they bought certain technology to prevent others to benefit from these developments. By doing that they killed many companies that were customers of such platforms as well. This happened to many startups that were into AR for instance. Apple didn’t have anything, became jealous, bought some groundbreaking AR companies ( like Junaio)and put them on the shelf. AR was pretty much dead and a few years because of that later apple implemented it in IOS , killing off the rest of the still existing AR companies.

  • I wouldn’t blame Apple for taking an idea like the flashlight app and making it more convenient for the user…

  • I have one word for you, accompanied by a gesture: “Expensive 🤙🤑”

  • The homeless opera suddenly learn because selection genetically greet inside a tiny part. incredible, courageous babies

  • This was a great video of big cooperation killing off other companies or small business

  • They’re stealing people ideas 💡

  • *We’ll Like SuperMarkets Don’t We?* Because, We can Get Everything in Place! as simple as that!

  • In order stay on the First Row, You Sometimes have to Let go of “Remora”! “Nokia didn’t, & They Lost Their Phone Business” that’s how the windows has been doing the whole the time! * There youtuber(Daves’s Garage) he was a software engineer at “Microsoft”. He’s the creator of “Task Manager” & “WinZip” The winzip was his side Project, which he used to sell differently! Then he got a call from “Microsoft” that they want buy his software, But they didn’t have clue about the Developer of the Software works for “Microsoft”. He did sold his Software.