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 BrownleePrije 3 mjeseci

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

  2. Daveed Wells

    Daveed WellsPrije mjesec

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

  3. Daveed Wells

    Daveed WellsPrije mjesec

    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

  4. sreamwalker24

    sreamwalker24Prije 2 mjeseci

    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

  5. Kaff231

    Kaff231Prije 2 mjeseci

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

  6. T R

    T RPrije 2 mjeseci

    @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.

  7. xsystemOne 234

    xsystemOne 234Prije 10 sati

    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.

  8. xsystemOne 234

    xsystemOne 234Prije 11 sati

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

  9. Carlos Sales

    Carlos SalesPrije dan

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

  10. Tim Saylor

    Tim SaylorPrije dan

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

  11. Hawaii Bow hunting

    Hawaii Bow huntingPrije 3 dana

    Is that a giant AirPod on your desk?

  12. Martin Barritt

    Martin BarrittPrije 3 dana

    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🤔

  13. Sooryaunshu Mulawkar

    Sooryaunshu MulawkarPrije 3 dana

    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

  14. John Sormani

    John SormaniPrije 3 dana

    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.

  15. Sven Reinck

    Sven ReinckPrije 4 dana

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


    HEINOUS_ANUSPrije 4 dana

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

  17. Sarah Brady

    Sarah BradyPrije 4 dana

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

  18. Emmanuel Richards

    Emmanuel RichardsPrije 4 dana

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

  19. Cheick Konaté

    Cheick KonatéPrije 4 dana

    They’re stealing people ideas 💡

  20. Safikul Anonto

    Safikul AnontoPrije 4 dana

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

  21. Safikul Anonto

    Safikul AnontoPrije 4 dana

    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.

  22. Joselo

    JoseloPrije 5 dana

    Cydia was killed by Apple… the AppStore 😔

  23. randy timson

    randy timsonPrije 5 dana

    The crooked edger geometrically confuse because pantry mechanically bruise failing a mighty path. dispensable, kind appeal

  24. Richard G

    Richard GPrije 5 dana

    Tbh for me, the only thing I actually care about from apple is the tablets, phones, and air pods. Other than that I don’t care what they make so to me, as a I guess “apple consumer”, I’m one of the few people who doesnt buy everything new that apple drops for ex air tags or AirPods pro max. And no it’s not because I can’t afford it, i just don’t care or have a necessity for them. So if anything I guess I’m slightly helping the competition by not buying anything lol

  25. Thomas Smith

    Thomas SmithPrije 5 dana

    The spiteful mark pathogenetically pull because cuticle oceanographically approve modulo a early back. busy, breezy biplane

  26. Gibby

    GibbyPrije 5 dana

    So basically Apple is the nicest villain ever

  27. tukaidea

    tukaideaPrije 5 dana

    What about a calculator in iPad?

  28. Rom

    RomPrije 5 dana

    This is just an easy to understand example of the problems with late capitalism and monopolies. Which is fantastic, more people need to know about this stuff without feeling like they’re being lectured.

  29. ETBonifacio ?

    ETBonifacio ?Prije 5 dana

    Maybe it's because of the brand.

  30. iTrolixxs Master

    iTrolixxs MasterPrije 6 dana

    Software companies:make a thing for apple Apple:dose that but with an advantage Software company:your playing unfair cheater your makeing them pick you Apple:no they can choose which one they want

  31. Royal Kenny

    Royal KennyPrije 6 dana

    Apple have already too much power, so much that they can be seen as a part of the American government, for in the beginning there was IBM that was the evil company eating and destroying companies, but governments made it all come to an end and IBM is no more, then there was Microsoft that did try to use their power to control how folk used the web, and governments sat a stop for that; now it is Apple and Apple do what Apple want and no government want to step in, the only way Apple can be stopped is by Google or what company that actually is ABC, illuminati, the Aliens or THEY :D

  32. Nick Scott

    Nick ScottPrije 6 dana

    The difference is that people choose to start “remora” companies, companies whose entire success is predicated on creating a new product for someone else’s platform. In choosing to start these businesses, competition with the platform’s parent company should always be considered a threat and even a symptom of success, one that every startup looking to make an app or product for apple or windows or android platforms knows exists

  33. anonymous5401

    anonymous5401Prije 6 dana

    remember when Apples Iphone slogan used to be "theres an app for that"

  34. Zach T

    Zach TPrije 7 dana

    I’d basically tell people not to start Remora companies. After seeing what Watch did to FitBit, I saw this. Apple has the resources to do it better than any small company ever could and will have better integration.I never had interest in Tile but the Apple ones I’d be into.

  35. vinniesins

    vinniesinsPrije 7 dana

    apple are sneaky i hate them - comment from iphone 11

  36. BenjamUniverse

    BenjamUniversePrije 7 dana

    i remember when the 1st iphone came out. the conference was mezmorizing. and i was at work. lots of oh shits going around.

  37. Marc Grammer

    Marc GrammerPrije 7 dana

    So basically we should just except the inevitability that there are monopoly and a piece of shit and just deal with it that doesn’t sound appealing to me. Not to mention their computers are way over priced for what you can build.

  38. That Guy Joss

    That Guy JossPrije 7 dana

    I'd switch it apple if the apple watch had a bezel

  39. duey

    dueyPrije 8 dana

    Back in the day, like 20 years ago, I used to use a Mac OS “app” (back then I don’t even think “apps” were a thing) called Quicksilver, which was really slick. It was essentially what Spotlight became, although Quicksilver actually had some functionality that spotlight doesn’t. Anyway, maybe Watson ripped off Quicksilver.

  40. Gavin Olsen

    Gavin OlsenPrije 8 dana

    Wait till Spotify becomes one of Apple’s fish…

  41. Max G

    Max GPrije 8 dana

    The fun part is Marques Brownlee is the shark of the tech you tubers killing a bit more the channels of other starting you tubers. That is the world we live in.

  42. Max G

    Max GPrije 8 dana

    I have 2000 AAPL shares. Never bought an iPhone Never bought an Apple Watch Bought an iPod touch 1st gen in 2009. Bought an iPad for my company in 2019. I hate the way this company traps it’s consumers. But it is unfortunately the best investment and safest one can ever make. Now I need to replace the broken screen if an iPhone X a friend didn’t need anymore and gave to me because he is trapped in the ecosystem and it has no more trade in value. Will switch from my Motorola MotoG and will regret

  43. William Bateman

    William BatemanPrije 8 dana

    It's Tile's fault for not trying to create a better product than what Apple puts out. It's basic business sense to plan your product to stand out against the competition. The fact that they're close in price to the AirTags makes their product nearly pointless. They need to go back to the drawing board.

  44. Eintracht513

    Eintracht513Prije 8 dana

    I gotta be honest.. I always loved the ecosystem of apples devices, as it really makes things more easy and intuitive. But now that I watched this video, I am questioning my past decision making.

  45. MissMyMusicAddiction

    MissMyMusicAddictionPrije 8 dana

    Passport had this wild idea a decade ago - an app that runs on your phone and connects to one of their radar detectors via a special cable. When you hit a button on the detector, everyone else who had the app knew that there was an officer in that spot. Then Waze came along.

  46. Aron Dencker

    Aron DenckerPrije 8 dana

    you forgot to mention beats in the companies that apple destroyed. They bought them, stole the designers, made the air pods series and left beats to release sub par earphones at the back of the store for the rest of time. You can choose the air pods, with many features and seamless use, or you can choose the more expensive, worse sounding and less user friendly earphones. your choice. 10/10 destruction

  47. NathanOnWheels

    NathanOnWheelsPrije 9 dana

    “You know those fish…” *checks to make sure what channel I’m watching*

  48. Origami Dude

    Origami DudePrije 9 dana

    In iOS 15, if you remember, you can hold onto a photo and you can identify a plant, animal or other things, but there were apps in replacement before iOS 15

  49. Nocturnal Pyro

    Nocturnal PyroPrije 9 dana

    so just because someone else makes a quality of life app for iphone or mac means that Apple shouldn't keep making their own product better?

  50. Abhay Jogiya

    Abhay JogiyaPrije 10 dana

    Technically, Apple didn't do anything wrong. But what happened to other companies is wrong too. So, as Marcus said, there's not a "correct" way.

  51. Fity Bux

    Fity BuxPrije 11 dana

    And if the shark ever needs a snack, it's just right there. YUM!

  52. Car Bitch

    Car BitchPrije 11 dana

    literally got rid of my tiles for airtags.... 😬

  53. W!lson Scenes TV

    W!lson Scenes TVPrije 11 dana

    This is cool! I think this is inspiring! This is one of the recommended in my home page. ⏱️✅This is such a great idea~ This content makes me interested in your other hard work! 👍🏻 Apple vs The Paradox of Choice ! 👀⏱️🔥

  54. Elliot Ma

    Elliot MaPrije 11 dana

    This is why I don't like apple

  55. Gerald Tivatyi

    Gerald TivatyiPrije 12 dana

    I have loved your videos for a very long time. But I just got a light bulb while watching this video that I have a deep appreciation for your content. Its just brilliant. Respect!!!


    AI GAMINGPrije 12 dana

    The Magic Mouse charging in the back reminds me of when Apple just won't budge to fix something that people want to be fixed 😁

  57. Vangelina Barrow

    Vangelina BarrowPrije 13 dana

    This made me think of Facebooks current issues with apple… is apple looking to make their own social network thing🤔 and pushing fb out in prep?

  58. the waffle

    the wafflePrije 13 dana

    Paradox of choice more like monopoly that's been the system the whole time.

  59. JigglyPKMN

    JigglyPKMNPrije 14 dana

    Following the initial analogy, the repair conscious consumer would be the scuba diver.

  60. Kolin Martz

    Kolin MartzPrije 14 dana

    Apple has to keep the competition around because they can kill them all if they choose to. But that would also trigger some anti trust protocols and cause apple to be killed off.

  61. Ben

    BenPrije 14 dana

    Marques just casually scrolling thru his hundreds of devices 😂

  62. In4 Mation

    In4 MationPrije 15 dana

    title couldn’t copyright anything ?

  63. In4 Mation

    In4 MationPrije 15 dana


  64. Andrew Stevenson

    Andrew StevensonPrije 15 dana

    Came for the tech video Stayed for the discovery channel

  65. Justin L

    Justin LPrije 16 dana

    One take on this is when apple makes something like the iPhone they patent it. The companies who build these ideas could patent their accessories for the iPhone, and if apple wanted to make it first party they would have to pay the company royalties or something? I know this would start a patent war which our current system has already proven unable to resolve 'real innovation' to 'it looks different'... but idk it's a hard question. I still think though if you were first to the market on an idea for the iPhone apple shouldn't just be able to take your idea and make it in house for free.

  66. Lepi Doptera

    Lepi DopteraPrije 14 dana

    @Justin L The anti-trust issue is real. Agreed. The problem with Apple is not that they have the iPhone. It's that they have the iPhone, iTunes and now Apple TV. Although, the elephant in the media room might be Disney, actually.

  67. Justin L

    Justin LPrije 14 dana

    @Lepi Doptera You are right, pharmaceutical's have a pretty good patent system... tech is the sector with problems. Amazon for example patented a "one click to checkout button"... l Like what? How is a button on a website worth a patent? Anyhow pretty much all the tech companies are facing anti-trust lawsuits of some kind. My desire as a consumer is that they are all forced to compete and stay innovative. Guess we'll see what the courts say.

  68. Lepi Doptera

    Lepi DopteraPrije 14 dana

    @Justin L I can assure you that there are plenty of patents that do not get infringed easily. The pharmaceutical industry, for instance, takes patents extremely seriously and infringing a pharmaceutical patent will usually get you absolutely nothing but a lawsuit. Things like TAG, of course, are basically just frivolous. There is no patentable technology there. Not even the business process is worth a dime. Apple's table, your legs. Not sure what you don't understand about that? It just seems to me that you are emotionally way too engaged with Apple's business.

  69. Justin L

    Justin LPrije 14 dana

    @Lepi Doptera I don't know if TAG had patents on their idea or not, but I agree if they didn't patent their idea it was a mistake by their legal team. However tech patents are honestly kind of a joke. Everyone infringes on everyone, and you just side dance around enough not to get 'caught'. This isn't a problem with apple, it's a problem with the industry as they all do it. I didn't say apple shouldn't charge for use of their app store. When did I imply that? I said this is evolving into an interesting situation where Apple has so much 3rd party working on app ideas, they seem to be taking the ones that work the best and integrating it into their own system, while handicapping the competition. Like google chrome for example can't even make an actual 'chrome' on iphone. It's just a shell of safari re-branded because that's all apple allows. Seems anti-competitive. The point of our free market is to encourage growth and innovation, if apple builds a system that hurts developers who helped apple the most (like TAG in the video) apple's in the wrong for that. Also what makes me sound jealous? I'm curious how you came to that conclusion when I'm just trying to figure out where I stand on the matter.

  70. Lepi Doptera

    Lepi DopteraPrije 14 dana

    @Justin L I don't know what that is supposed to mean. If Apple has valid patents, then there is nothing anybody can do about that. If they don't have valid patents, then any good IP law firm can attack them and win. That's no different from any other company. Does Apple charge for the use of their platform? Yes, they do. Why would they not? They created the market, so the ripe fruit is theirs. You sound jealous.

  71. F.J.Holdaway

    F.J.HoldawayPrije 18 dana

    Don’t hate the player, hate the game (the game is capitalism)

  72. Lepi Doptera

    Lepi DopteraPrije 15 dana

    How would any of this be better if Apple was controlled by the US government... except that your cell phone would probably have the size and shape of a backpack and weigh 28lbs.?

  73. Leonardo Ledesma

    Leonardo LedesmaPrije 19 dana

    frictionless... lol Cody Ko shout out!

  74. Brien G.

    Brien G.Prije 20 dana

    This could legit be shown in an economics class as a starter video. Well done.

  75. 龚德飞

    龚德飞Prije 20 dana

    The selective pumpkin phongsaly nest because stamp electronmicroscopically hunt concerning a historical bath. spiky, needless wire

  76. Hamad Anwar

    Hamad AnwarPrije 20 dana

    pause at 5:32 and you'll see the best face he's ever made.

  77. Bookshelf

    BookshelfPrije 21 dan

    The issue is that all of apple’s versions of these products are far superior

  78. Austin S.

    Austin S.Prije 21 dan

    Editing on point

  79. Fireman Joe

    Fireman JoePrije 22 dana

    I wonder if tile used the same example of how the network will slowly strangle them until they are all but forced to sell into apple?

  80. Arpan Poudel

    Arpan PoudelPrije 22 dana

    Top fucking notch content man.

  81. Vinod Nair

    Vinod NairPrije 22 dana

    Truth is apple is good at copying... But they are the worst in innovation after the death of jobs.

  82. Gibran Otway

    Gibran OtwayPrije 23 dana

    They should be hit with anti trust. They should be forced to open up their ecosystem. Or maybe they shouldn’t be getting contracts from the government to build their ecosystem you know

  83. Storr 242

    Storr 242Prije 23 dana

    Apple I way too big and powerful , they been doing this for years love the video.

  84. UdhayaSelvan

    UdhayaSelvanPrije 23 dana

    Awesome video bro❤🔥

  85. Peter Konow

    Peter KonowPrije 23 dana

    Loved the analogy with shark and remoras. Thanks for such deep introspection of Market.

  86. og87

    og87Prije 23 dana

    I don’t feel bad for these companies though. They shouldn’t exist in the first place. Apple should have had these features. Apple should have had a torch, they should have had a brightness setting for warm and cold light, they should have always had a screen double mechanic. I dooo feel bad however for the companies that Amazon do this too because THEY HAVE NO NEED TO EXCIST IN THOSE SPACES!

  87. 3rt67n2cs

    3rt67n2csPrije 23 dana

    Marques, when iPhone first came out, had it been flakey or buggy then it would have not been so popular or moved so quickly to dislodge Nokia & Blackberry from their mantles. Could they have risen to the challenge and remained relevant, maybe, maybe not. Cudo's to Apple for making a 'smart phone' that was a 'must have' and 'just worked'. Yes.., like the iPod it leveraged their own ecosystem to dominate the market but again, cudo's. I'm no fan of monopolies and I'm a big fan of competition, but my take is that 'if' Apple becomes a monopoly it will be because the competition could not keep up, let alone supplant them. Microsoft have been playing catch up for ever and Google have come close but can't seem to pip them at the post... Great video, great questions, keep up the good work...

  88. XxdododoosxX

    XxdododoosxXPrije 23 dana

    Holy, this man should do podcasts, I could listen to this for ages

  89. qtim

    qtimPrije 23 dana

    Check out waveform, its mkbhd podcast :)

  90. XxdododoosxX

    XxdododoosxXPrije 23 dana

    does this man have a podcast, cuz this is amazing

  91. stephensiemonsma

    stephensiemonsmaPrije 24 dana

    It's important to note that Apple doesn't allow any other stylus to have tilt detection, so real high-end competition is not possible. I think that should raise their anticompetitiveness score.

  92. Jorge Perez

    Jorge PerezPrije 24 dana

    It’s a choice, better or not its a choice

  93. ju_no_hands

    ju_no_handsPrije 25 dana

    Really enjoyed f.lux... before the functionality came to the OS itself.

  94. New Yardley Sinclair

    New Yardley SinclairPrije 26 dana

    Apple watch is so dumb. What's the point. Just use your phone

  95. Ryan Christofalo

    Ryan ChristofaloPrije 26 dana

    The depressed receipt biologically desert because stream natively mess up upon a placid platinum. accurate, scientific mayonnaise

  96. Tejas goyal

    Tejas goyalPrije 27 dana

    Capitalism my friend

  97. Jerry Santoro

    Jerry SantoroPrije 27 dana

    Whoever does your graphics is a genius

  98. Ricechrispy0527

    Ricechrispy0527Prije 27 dana

    It's ok for apple to do this, for one reason, they're going to end up burying themselves in the long run. Because I can see android using companies starting to work together more to make a more "simply" connectable ecosystem like apple has but with way more options for price and quality. Samsung is doing pretty good with it so far. There's also Ring and Google home systems. There's more options for watches that connect with everything on the android side. Android is the better option for the people who aren't just using their phone to get on social media.

  99. Physics Simulator

    Physics SimulatorPrije 28 dana

    Tbh as an apple user, these things can only be seen as improvements. That make the experience of the user better. I'm glad they're doing it, because once again, to a user like me, this is only an advantage, they're not taking my choice away.

  100. Souvik Mukherjee

    Souvik MukherjeePrije 28 dana

    SmartTag is a whole lot better than AirTag.

  101. honeysafari

    honeysafariPrije 28 dana

    Mate- just wanted to say, I'm watching on a macbook pro 2011 that fell and got bonked on the centre of the hinge, so every now and then a pixel is the wrong colour (especially when I'm watching animated things), and by far your videos on youtube are the crispest and cleanest to watch. Kudos to your filming quality!

  102. Traxadel

    TraxadelPrije 28 dana

    my point

  103. Tore

    TorePrije 28 dana

    The way Apple creates this kind of eco system might be questionable. But I think it’s extremely fascinating how Apple does that.

  104. Marcel Sanromà

    Marcel SanromàPrije 28 dana

    What a truly enlightening video. Congratulations on such a deep analysis.

  105. T Young

    T YoungPrije 29 dana

    It is not new, we see it in major big box stores like Walmart, Target Costco, CVS, Walgreens, 7/11, Amazon etc they all do it. they see the best selling product in their store system, then make their own competing products and under cut the price of the originals brands.

  106. Cinema Scenes 101 bin

    Cinema Scenes 101 binPrije 29 dana

    Apple has every right. However, Ive been saying for years that Apple is the douchiest company ever.

  107. Alex Perez

    Alex PerezPrije 29 dana

    "Frictionless" Cody Ko?

  108. NotyouAgain! !

    NotyouAgain! !Prije 29 dana

    Blockchains are the new internet and new tech age wake up internet is being replaced it’s reached its limit so has app development etc in order for phones to continue to become more powerful apps have to be built on blockchains etc

  109. M.E.

    M.E.Prije 29 dana

    What they do should be illegal, it's the same tactic as supermarket vs local shops - you can find everything in one place - "but provided by us (big store chains) , while killing other companies, then we will charge it how we want , and you will pay us because competition it's destroyed". :-|

  110. Lazy Ryusei

    Lazy RyuseiPrije mjesec

    2:21 😀

  111. Dj ussin

    Dj ussinPrije mjesec

    evil incarnate !!

  112. Chicken Mcnugget

    Chicken McnuggetPrije mjesec

    This is so well explained

  113. Lion Work

    Lion WorkPrije mjesec

    Apple should be given the opportunity to enter whatever market it would like to as they are making user experience better, I do feel the option to choose however often times I do not know of these companies so Apple tapping into these markets is a good thing.