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 Brownlee6 dagar sedan

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

  2. Alex B

    Alex B4 timmar sedan

    @Marques You forgot the Alfred search application alternative to Spotlight and it's 100 times better than Spotlight with it's better file searching features and better customisation (it's not dead and really well alive, so maybe a rating of 3/10), as a power user Spotlight is really limited featureles search tool for advance usage (same applies to software development features like Git, Java where what comes with apple's out of the box stuff on Mac is pretty limiting)

  3. Samuel Ku

    Samuel Ku17 timmar sedan

    Pretty sure i still use my android phone too watch this. My choice

  4. TheWolf Gamer005

    TheWolf Gamer00520 timmar sedan

    I have a question on the boosted rev because i just watched that video. How much is it and where do i get it?

  5. jazeboy69

    jazeboy69Dag sedan

    Isn’t it only devices with the W1 chip though? So it’s only iphone 11 onwards.

  6. CuriouSteve

    CuriouSteveDag sedan

    C🤡vid tracking, but not really....

  7. r3483r8328u

    r3483r8328u3 minuter sedan

    me with my android just watching :0

  8. Sher R

    Sher R17 minuter sedan

    Stealing from others and calling it their own invention and then eliminate the competition... Is dangerous and they should bring down this organisation... Enough is enough

  9. Sher R

    Sher R21 minut sedan

    Tile.. choose Android... U can shove off the Shark n have an entire ocen than a pond😁

  10. Kyle Burton

    Kyle Burton28 minuter sedan

    Lol but what about all the older generation that’s still using these apps, the flashlight app etc 🤣 Honestly though, an entire ecosystem would work better than the individual items that are “standalone” but I’m also one that doesn’t want to spend the money of the newest over ear headphones but will buy their AirPods Pro’s etc. Lol.

  11. David Martínez

    David Martínez30 minuter sedan

    Let those companies die, the superior product is the one integrated, and apple created those platforms, so if your company depends on that platform they should know apple has the ability to create the superior product. What´s the other choice? let´s not create superior products even though we can? that is taking value from the consumer.

  12. Tulio

    Tulio44 minuter sedan

    Itunes gets a 11 out of 10


    Goosed.ieTimme sedan

    I feel like the Magic Mouse charging in the background is shade.

  14. Chrisla Sin

    Chrisla SinTimme sedan

    Can you review the

  15. Ben Flis

    Ben FlisTimme sedan

    this is the biggest bullshit they've come out with since the wheels... they're really gonna have the holder cost more than the product itself and not design the product to be able to hook onto anything? foh


    IBRAHIM RỒŢэR ωỒĻfTimme sedan

    nice bro

  17. Yusuf Mangera

    Yusuf MangeraTimme sedan

    How about how apple bought an entire company (beats) just to kill its market share and create its own headphone brand (airpods)...and yes I know beats isn't completely dead but that's only because they're using beats' other offers to fill what they don't have, which they will implement as it goes and further kill beats

  18. Mardy

    MardyTimme sedan

    I think it's a poor business strategy to develop a feature for an OS and make that your only product. I don't think you can blame a company for adding features to their own software. None of these ideas are so unique or far fetched that the sharks couldn't have thought of them on their own either.

  19. Saksham Wadhwa

    Saksham WadhwaTimme sedan

    No video from 6 days bro what happened , everything fine ??

  20. WatchitDogs

    WatchitDogsTimme sedan

    So Apple just steal small companies ideas then make theri own call it unique and shut other companies Well not surprised I gues

  21. biladitanya

    biladitanya2 timmar sedan

    The main product is still their phone, iphone and mac. Not unless the small companies own a main product category, no point dude. They own the house, they set the rent. If you can’t afford it, you gotta move on.

  22. Bishop M

    Bishop M2 timmar sedan

    Apple has way too much power, but, I can’t think of a factual intricate way to object to what they do. Imagine what they’re gonna do with the Apple Car.

  23. jazzlehazzle

    jazzlehazzle2 timmar sedan

    Just like what MS I.E. and Safari did to Netscape, but more insidious bc hardware is so much harder to make than apps.

  24. Lorenzo Gordon

    Lorenzo Gordon2 timmar sedan

    On the flip side of things, every fish eats; even though they may get swollowed by the big shark; the battery makers eats, the accessory maker eats, even Tile eats because they probably benefit from the patents licensed to Apple. Remember that in an ecosystem, something gots to eat something, what's left over from the Remoras will probably be for the planktons, which will inevitably be eaten closing the inevitably circle. Tile probably didn't have the resources to execute the idea, the best option was to partner, sell the company, or make a phone to extend the reach. Apple however, fed on the idea and made it happen.

  25. Aditya Goyal

    Aditya Goyal2 timmar sedan

    This one MKBHD "Tech Video" literally explains the business moats (competitive advantage) of Apple Inc. After this brilliant MKBHD video, I'll never be able to see the companies which make accessories (hardware or software) for Apple Inc., the same way. Its so fascinating how a tech video with an analogy of marine wildlife within the video, can teach you the most important part of research process needed for investing in a business, i.e., understanding the competitive advantages of the company.

  26. 29110sc

    29110sc2 timmar sedan

    damned if you do, damned if you dont "why hasn't apple done X? why do I have to use this third party thing?" then becomes "why did apple kill Y company?"

  27. Bishop M

    Bishop M2 timmar sedan

    Love this video. You and the team do fantastic jobs. Thanks for the hard work.

  28. Vaibhav Agrawal

    Vaibhav Agrawal2 timmar sedan

    Apple should first of all but that company and then include that feature in all of their devices... That will make a fair deal

  29. silver rayleigh

    silver rayleigh3 timmar sedan

    uncle roger wants you to make cooking video

  30. ChiliHabanero

    ChiliHabanero3 timmar sedan


  31. jordan woods

    jordan woods3 timmar sedan

    This was a very Rachel Maddowish presentation 😂 👍🏾✨ good job

  32. Tomer Ben David

    Tomer Ben David3 timmar sedan

    No need to choose Samsung laptop Samsung watch Samsung buds Samsung tablet Samsung mobile phone you get it

  33. Aayush Fadia

    Aayush Fadia3 timmar sedan

    So, what's the conclusion, should Apple not have integerated these features into their ecosystem? That does not make sense.

  34. Aayush Fadia

    Aayush Fadia3 timmar sedan

    Ohh, wait, I hadn't seen the video till the end.

  35. Gravy Train

    Gravy Train3 timmar sedan

    Unless the Apple pencil got better in later editions, it's still FAR worse than any other pen/pencil type of input device I've ever used. I was hoping it would be as good as the Surface or something but wow did it disappoint.

  36. Gravy Train

    Gravy Train3 timmar sedan

    Side note, I really appreciate the objective analysis here, this is a great video.

  37. x9x9x9x9x9

    x9x9x9x9x93 timmar sedan

    I know the paranoia of this is really dumb considering i use a smartphone which tracks me as is but this just seems a little too creepy imo.

  38. Scott Haight

    Scott Haight3 timmar sedan

    Maybe this is how we will get a calculator app on our ipads

  39. Palmer Gamble

    Palmer Gamble4 timmar sedan

    I liked for the Ocean content in the beginning! :)

  40. Zagica

    Zagica4 timmar sedan

    Apple watch is not most popular watch on the planet dumbass... Maybe smartwatch, not just the watch. You have millions of us using mechanical watches. Wich are way better than smartwatches and more valueble.

  41. Jonathan Farmer

    Jonathan Farmer4 timmar sedan

    Unless Tile make a product that works with Apple and their app

  42. Chintan Nedariya

    Chintan Nedariya4 timmar sedan

    Now I'm curious what will happen to Tesla | Audi | BMW | Merc and even RR & Bentley when Tim Cook launches Apple car ? Lol volkswagen

  43. Mariano Perez

    Mariano Perez5 timmar sedan

    I limit my self to the iPad to avoid getting stuck in the apple ecosystem. I have an ipad and almost purchased a MacBook because I thought, better integration. Then I knew I'd probably end up switching to the iPhone and apple watch. So I thought, nah I'm good.

  44. Rakesh Aravind

    Rakesh Aravind5 timmar sedan

    I'm now feeling scared of Apple Ecosystem 😱!

  45. Ritu Raj Mishra

    Ritu Raj Mishra5 timmar sedan

    "At the end of the day you still have a choice".

  46. Baalaaxa

    Baalaaxa6 timmar sedan

    Now, this is nothing new. Remember the browser wars? Microsoft has been dragged through courts for several times and had to pay compensations "for abusing its monopoly position", including media players, server software, etc. Apple's got off pretty easy on that department, I'd say. If you develop a software for some platform or OS, you should realize that you are living at the mercy of that platform. It's a risk you take by leaning onto the success of that platform. Sometimes these platforms cannibalize 3rd party software, that just happens. _But_ the way they handle it, could be improved, sure. Say, instead of just banning a software from their app store, and later introducing that exact same built-in feature (which is kind of a dick move), they could just buy the rights to that software, or assimilate the whole company/developer who made it in the first place. This has happened too. This is because if it's too blatant, it's just easier for the bigger company to buy off the competitor than go through the hassle, burning the money on lawyers for years in courtrooms. And of course there is the damage to their public image in media, and other PR nightmares if they get caught doing it. Think of Skype. They were making a killing, and then were bought off. Slowly they've been phased out of existence. Even though their concept was good, who uses Skype anymore? But to me, it's silly to think that if an OS developer wants to include some convenient feature into their platform, they couldn't do it because someone else did it first. Of course they can, it's their platform. If you have developed a software or a feature, and later on people catch on to how good that is, you can't stop them from copying or improving on that concept. This is probably why there are companies developing their own OS's in the first place. It's a lot of work, but when you have your own OS, you can do what you want with it. Ever heard of automobiles? You think there is only this one guy who just happened to invent a car and now everyone are dependent on his cars? Nope. There is always competition, and people keep improving things and making money where they can. You can't claim a concept only to yourself, just because you did it first. You can't own an idea. Well, you can kind of try to, with patents of course. That just makes it harder, but doesn't stop copying. The IP and patent business is a whole another discussion and a scam on the next level; that game is rigged too, and the small time players are at disadvantage, especially the ones playing by the rules, believe me. Unfortunately the thing is that the big fish have always an advantage, can do pretty much what they want, and most of the time they get away with it. Small fish are always hanging by the thread, not knowing when the axe comes down. This is why diversifying is important for small time developers, don't put all your eggs in the same basket. Don't be dependant of only one platform. But what happens when two big fish go head to head? (Epic sued Apple for monopolizing App Store and squashing competition over Fortnite).

  47. Girumkal A.

    Girumkal A.7 timmar sedan

    Been a good minute since a watched a vid on this channel. Good to be back.

  48. Fire Tube

    Fire Tube7 timmar sedan

    What spotify did you use cracked or original

  49. Vanessa Nigley

    Vanessa Nigley7 timmar sedan

    All thanks to Alvinshyper40 on !nsta.. He's absolutely the best online , Just got IPhone 12 , Macbook pro and some other apple products through him

  50. Gustavo Ciacco

    Gustavo Ciacco7 timmar sedan

    Apple (as well as other companies) is indeed too powerful, but there's not much we can do. I don't understand what Tile is asking to Apple: to not sell the AirTag? To not update Find My App so that other companies can build their product? Another thing that I don't understand is why Tile can't build a product that works on both the networks.

  51. Luke Mula [Student]

    Luke Mula [Student]7 timmar sedan

    Apple doesn't kill companies with the flip of a switch. These are all decision being made with months or _years_ of hard work put into them. They don't just say, "You know what, today I want to kill off a company". No, they're trying to make the Apple Ecosystem as good and appealing as possible. This means instead of getting the bad, janky user experience of Watson, you have the clean, user-friendly Spotlight Search. Same with the Flashlight app. Which one's more appealing to users, being able to turn on a flashlight from the lock screen, or having to go through an app and do that?

  52. Erald M.

    Erald M.8 timmar sedan

    So is no one going to talk about the magic mouse charging in the back ground?

  53. nixon noble

    nixon noble8 timmar sedan

    Sorry...I am a whale❤️

  54. Ozmosis

    Ozmosis8 timmar sedan

    if it was the other way round and 3rd party company's were making a better more integrated app or whatever they wouldn't be happy and would just try harder to make easier choice hmm interesting ....

  55. La'Shuna Branch

    La'Shuna Branch8 timmar sedan

    ‘Person of Interest’ Finch Would Be A Little Worried About These Tags!

  56. Batvolle

    Batvolle9 timmar sedan

    The way I see it, Apple should be allowed to exploit on their iphone market share. They worked hard on their device and deserve the market share. Also like you said consumers have a choice its just that apple often is the best choice for consumers. Nothing wrong with that imo.

  57. Carlo Vincent Gallego

    Carlo Vincent Gallego9 timmar sedan

    To quote the cliche, "Choice is an illusion"

  58. Carlo Vincent Gallego

    Carlo Vincent Gallego9 timmar sedan


  59. Schwurbel

    Schwurbel9 timmar sedan

    Apple sucks. But choosing to base your entire business model around one company also sucks.

  60. The Drenched Fm

    The Drenched Fm9 timmar sedan

    I use andriod and have wached this video two times already, now thats good content

  61. Prachi D

    Prachi D9 timmar sedan

    "Apple has too much power". There. That is your answer.

  62. Ares9323

    Ares93239 timmar sedan

    I generally hate apple, but things like night shift, sidecar, spotlight, etc. should be "built in features" in an OS, it's just the correct answer to customers' necessities

  63. Péter György Gaál

    Péter György Gaál10 timmar sedan

    Does anyone remember when Microsoft was crucified for having their own browser as default? :D I mean, all companies do this stuff, since forever. Just the scale got bigger with the iPhone market penetration. But as mentioned Android picks up a lot of cool features from third party apps. Why wouldn't they? Especially when they have the capacity to make it even better. So, I don't like apple but this is just natural.

  64. Livudenflaeskesteg

    Livudenflaeskesteg10 timmar sedan

    Jajaja Apple is going down and everybody knows it ,🙏

  65. Suhas Surendran

    Suhas Surendran10 timmar sedan

    I think apple should make Household appliances. so that it makes dyson products look a lot cheaper 😂

  66. TheMessiah

    TheMessiah11 timmar sedan

    I give Airtags 3 years and we won't hear of them.

  67. Louis

    Louis11 timmar sedan

    I feel like the AirPods also fit in this scheme

  68. Grrr Grrr

    Grrr Grrr11 timmar sedan

    This is the exact sort of thing that Microsoft got done for in Antitrust trials in the 90's. Giving away things like Internet Explorer was antitrust, and yet all the examples you give (and countless others) continue to happen to this day. Mainly because the likes of Apple and Google appear "friendly", as you put it @Marques Brownlee.

  69. Kjell Beilman

    Kjell Beilman11 timmar sedan

    Funny how Apple can use someone else's product and ideas, but if that is fair for Apple to say Tile can be used on my network, then why isn't it fair for Tile to say lets make our product use the Apple signal to boost our network? But that I am sure would infringe on Apples IP or something, that just wouldn't be allowed. It is a monopolistic scam.

  70. Kjell Beilman

    Kjell Beilman11 timmar sedan

    American Capitalism and the expansion of I.P. rights have really hurt tech, and actually many other areas tbh, of course imho... But I can't help but think of the tech that was eaten and discarded.... As for the paradox of choice, its a slick way of saying monopolies are okay as long as they let others come up with great ideas they can crush by having walled gardened eco systems. It is all a scammy way for these big companies to justify their monopolistic practices without actually breaking the laws on monopolies. Technically its more like oligopolies where since we have created laws against monopolies a couple companies have "agreed" to eat up a market together through similar practices... America just has taken the ideas of capitalism to extremes, greed and profit come before all else.

  71. Colin Powell

    Colin Powell11 timmar sedan

    What do you think about; "AirTags being pulled by major Australian retailers due to safty concerns over the use of coin batteries" ?

  72. Nik Lawrence Results9

    Nik Lawrence Results912 timmar sedan

    Awesome video as usual

  73. K J

    K J12 timmar sedan

    look how friendly this guy is! this part got me 😂

  74. rock bolt

    rock bolt12 timmar sedan

    Ngl, i didn’t even know about tile before apple made that announcement😅😂

  75. Paul

    Paul12 timmar sedan

    Some day, apple is going to do their own reviews an Marques is going to be the Remora.

  76. BʟɪᴛᴛᴇʀBᴜɢ

    BʟɪᴛᴛᴇʀBᴜɢ13 timmar sedan

    Good video. The best choice of all, of course, is to avoid Apple like the plague.

  77. Mike Rayco

    Mike Rayco13 timmar sedan

    I'm still disturbed with how the magic mouse 2 is charging.

  78. olles tech

    olles tech13 timmar sedan

    I love the quality of this videos

  79. Stelle Siraquenti

    Stelle Siraquenti13 timmar sedan

    Let’s do the inflation math. How much money we have to spend in the US market in total: about $20 trillion How much money they spend now: lets round up to $2trillion

  80. Alberto Thomas

    Alberto Thomas9 timmar sedan

    @Meredith Young She developed a well-defined strategy using signals and I've no regrets. I'm currently enjoying the market

  81. Meredith Young

    Meredith Young9 timmar sedan

    @Alberto Thomas Okay..not tryna sound skeptical but how good is this Miss Jennifer??

  82. Frank Just

    Frank Just10 timmar sedan

    In few years or so, people will definitely be kicking themselves in regrets for missing the opportunity to buy and invest in cryptocurrency

  83. Shumailla Zeeshan

    Shumailla Zeeshan10 timmar sedan

    @Alexandra Martin Dividend stocks, Cryptocurrencies sometimes Forex she is a licensed broker and an expert in her field contact her for any challenges.

  84. Alexandra Martin

    Alexandra Martin10 timmar sedan

    @Shumailla Zeeshan This broker you speak about does she help in dividend stocks? I trade that basically and I need help.

  85. Spagman

    Spagman13 timmar sedan

    I can see why companies such as TILE get pissed off. They identify a product gap that nobody else is doing, or doing well - they invest, create a product that brings something new to market. Meanwhile, Apple continues on for a few years, watches carefully, let's that company take all the risk - then when the product is widely known and no longer an obscure need, but something actually helpful and now proven, they leap in with their own version and completely shark that existing company. They never allow the remora's to become sharks.

  86. Bas Dado

    Bas Dado13 timmar sedan

    In my opinion, they are certainly allowed to leverage their own ecosystem BUT they should also allow 3rd party apps to leverage the same ecosystem. And by that I mean, apps should be allowed to call the same API's (looking at f.lux), and in my opinion Apple should even allow users to install whatever OS they want on their iPhones. The Tile is a hard one tho: the Tile app does have access to the necessary API's, but nobody has that app. They at least did the second best thing: allowing third parties to hook onto the FindMy network... Sidenote, on the Tile: it's still definitely a valid option for Android/Windows users.

  87. Alberta Taylor

    Alberta Taylor14 timmar sedan

    Because of the economic crisis and the rate of unemployment ,now is the best time to invest and make money 💯

  88. Roxaly

    Roxaly13 timmar sedan

    Seeing Alot of success stories, she must be honest and trustworthy for people to talk this good about her .

  89. LexyoniNadi

    LexyoniNadi13 timmar sedan

    I'm from UK 🇬🇧 i and my colleagues gave her a try and it has been good returns of our Investment, thanks expert Stacey

  90. Cristina Pruitt

    Cristina Pruitt13 timmar sedan

    I met mrs Stacey for the first time at a conference in Portsmouth i invested £25,000 and traded in one month making close to £143,670

  91. Peppy 054

    Peppy 05413 timmar sedan

    Wow what a coincidence, you invested with mrs Stacey also ? I also trade with her i get to earn a biweekly trading income of $38,000 pioneered by expert Stacey ensuring sustainable profitability in my investment I'd say things are working out perfectly well ever since i started investing with her, keep up the good work ma'am

  92. Stewart Nevarda

    Stewart Nevarda13 timmar sedan

    @Victoria morgan Write her on what'sAp ⤴️

  93. ramiknfr

    ramiknfr14 timmar sedan

    Apple monopoly ... how is that allowed in the us is beyond me

  94. Gustavo Acosta Razo

    Gustavo Acosta Razo14 timmar sedan

    This is IP theft, a major problem in the Tech industry, in which big companies are getting away with it.

  95. Frostbiteyguy

    Frostbiteyguy14 timmar sedan

    That shark Memoji completely caught me off guard

  96. Christian Carvajal

    Christian Carvajal15 timmar sedan

    His analogy of comparing things in life is how i come up with videos

  97. CreationofGod

    CreationofGod15 timmar sedan

    2:24 ok I'm just surprised that device list ended at all

  98. Kenny

    Kenny15 timmar sedan

    I am so happy that GNU/Linux has no advertising and no competition, the shark of sharks :)

  99. UlPhone

    UlPhone16 timmar sedan

    This cannibalization is also happening with small businesses selling on Amazon....Amazon sees what’s selling, makes their own copycat product and then gives itself the best listing visibility among its competitors

  100. Yogesh Vaddi

    Yogesh Vaddi16 timmar sedan

    Tile can attend a meeting with Google

  101. Yash Jadhav

    Yash Jadhav16 timmar sedan

    Plz review sony experia 1 mark iii

  102. Yash Jadhav

    Yash Jadhav16 timmar sedan

    Plz review sony experia 1 mark 3

  103. Sean Hockabout

    Sean Hockabout16 timmar sedan

    A remora swam with me when I was in Grand Cayman off Seven Mile Beach. It's only happened once though.

  104. Saamarth joseph Clive

    Saamarth joseph Clive16 timmar sedan

    Sir Marques unboxing of Apple magic trackpad

  105. Irwin Bradley

    Irwin Bradley16 timmar sedan

    i didnt notice the lamp on your right and when it finally caught my eye it constantly became a distraction(sobbing emoji)

  106. Tobi Pohan

    Tobi Pohan16 timmar sedan

    idk man even android kinda does it too? samsung with their samsung ecosystem, xiaomi, huawei, hell even google themself. and every single company you mentioned there other than tile, is also could be applied to android and some even to windows. i think it's a problem of.. idea? how can they secure their idea for only their own? as long as we can't figure that out, these things will keep happening. Like for example, yeah apple buds are the most known ones but a lot of audio company still thriving with their wireless earbuds on apple market, they offer different sound different style different features, something like that. if your product still offer something different than the first party product, something that they can never or hardly mimic, you could still win, features, design, prices, etc.

  107. Nick Panda

    Nick Panda17 timmar sedan

    Apple should take all them down

  108. Onkar Dogra

    Onkar Dogra17 timmar sedan

    can’t wait to see the apple car destroy the market

  109. peteman1000

    peteman100017 timmar sedan

    It's a really gray zone, because like, there are plenty of email clients and apple makes an email app, but I would NOT say that them having an email client kills third party email apps. It really depends on the complexity of the category, and how many innovative features are available to be put in. Some categories are just better left simple, others thrive in complexity. I've wondered from time to time if Apple refrains from making their first party apps better in order to leave space for third party apps to get crazy and more useful.

  110. usual suspect

    usual suspect17 timmar sedan

    Does Cycloramic also fall under this category?

  111. Doublepulse

    Doublepulse17 timmar sedan

    This is basically extorting smaller businesses for "protection" or we will kill you. It's an offer you cannot refuse.

  112. Craig Bosworth Jr

    Craig Bosworth Jr17 timmar sedan

    Have all these companies just not patented their tech?

  113. Geoff

    Geoff17 timmar sedan

    Until the apple product gets globally recalled becuse an infant can easily open the coin battery compartment that is shiny and prominently displayed and accessible on most cases.... I suspect that might hurt the rollout somewhat.

  114. Prashant Bharadwaj

    Prashant Bharadwaj18 timmar sedan

    Somebody please post this on the /r/Apple subreddit and watch them go ballistic.

  115. Pranay

    Pranay18 timmar sedan

    Apple doesn't have this deep penetration in Indian market..I think that's a great opportunity for tech entrepreneurs in india

  116. Adam Macias - Tech Reviews

    Adam Macias - Tech Reviews19 timmar sedan

    We're all just waiting for the iMac "Impressions" video. We know he's had them, it's almost going on two weeks.

  117. Kevin Rad

    Kevin Rad19 timmar sedan

    I am still using Duet Display because my MacBook Pro (version 2015) doesn't work with Sidecar.