WEBVTT

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It's become pretty predictable now.

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Every September, usually earlier rather than later,

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Apple announces a new iPhone of some sort,

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and for three years in a row now,

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the day of Apple's event has marked a measurable downturn

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in viewership on our channel

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because we typically don't talk about it.

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So you know what?

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it.

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Let's talk about the new iPhone XS,

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which confoundingly is not, in fact, a tiny iPhone,

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and the YouTube analytics that have driven me

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to drop everything that I'm doing and do that

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instead of playing with this much more exciting

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48-port, 10-gigabit network switch,

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which I've been actually having a lot of fun with.

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Yeah.

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And today's video is brought to you by Optima.

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Optima's B-Sport III wireless headphones

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feature 10-hour battery life

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and an IP55 water resistance rating.

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Learn more at the link in the video description.

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Okay, here we go.

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So the new Apple Watch Series 4 has a curved screen,

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haptic feedback on the crown,

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louder speakers, a better processor,

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some new health features, including ECG capabilities.

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That's actually pretty sick.

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And it is thinner than ever before.

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The iPhone XS is made of stainless steel

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and gold, silver, and space gray

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with IP68 water resistance

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and very durable glass.

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It's got a 5.8-inch OLED 2436 by 1125 display.

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It's got a 5.8-inch OLED 2436 by 1125 display.

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It's got a 5.8-inch OLED 2436 by 1125 display.

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It's got a 5.8-inch OLED 2436 by 1125 display with HDR

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and a place where someone took a bite out of it.

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And it is faster than ever with gigabit class LTE

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and their new seven nanometer six core A12 Bionic SOC

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that boasts 50% better GPU performance

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and a much faster neural engine

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for AI and machine learning stuff.

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It's got up to 512 gigs of storage,

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better battery than the iPhone X,

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dual SIM support with both eSIM and physical cards.

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So it looks like Apple is finally taking

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seriously how did that take so long?

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And it now both plays and records stereo sound,

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which is pretty sweet.

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The XS Max is all that stuff I just said,

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but bigger and pricier with a six and a half inch display,

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apparently justifying it being the most expensive

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mainstream smartphone ever at $1,100 to start.

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And that's it.

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Oh, except one more thing.

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This.

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Apple, we know there's a notch.

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Just own it.

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You guys know that this picture,

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your first promo image,

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makes the phone look like an all screen design

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when it isn't.

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Which, wait, no, that wasn't the one more thing, sorry.

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The iPhone XR.

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It's aluminum instead of steel

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with lots of colorful designs.

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It's got a smaller screen, also notched.

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And I guess, so I guess they're all in on that now.

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And the screen is LCD rather than OLED,

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which is somehow a.

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selling point that gets a sexy new name, liquid retina.

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Okay then.

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It's got the same A12 bionic chip.

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It is still water resistant, although only IP67.

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And it's got the same face ID system as the XS

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and the XS Max.

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So basically there are a couple of key takeaways

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for this one.

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One, the home button is not coming back.

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And two, anyone holding out from the 5C or the SE

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for a decent value phone from Apple

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is getting one heck of an upgrade.

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They are spending a little more for it.

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It's still 750 bucks.

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But even with the cost down haptic touch versus 3D touch

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and the single rear camera,

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it actually really looks like you aren't giving up much.

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Okay then.

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Everybody happy?

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We covered the iPhone XS.

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Now let's talk about why I bothered to do all of that

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and what Google has to do with any of this.

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Now I wanna get this out of the way first

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because it's important.

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To be very clear, I'm not upset about this,

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this situation, because I hate the iPhone or something.

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I wasn't a huge fan of the X, but I named one of them,

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I think it was the 6S, my smartphone of the year

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when it came out.

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We just generally don't do this kind of content

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for anything on this channel.

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And I've gone back and forth on it

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a lot of times over the years.

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It's possible I'll change my position again,

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but I've always just kind of had it gnawing

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at the back of my mind that summarizing a press conference

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is a convenient little helping hand,

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for anyone who doesn't have two hours

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to listen to Apple talk about how many facial muscles

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they can track for an emojis now.

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But other than that, it's basically marketing for Apple.

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Because until I actually have my hands on the device,

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I don't mean the kind of structured hands-on

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you get at these events,

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but actual time spent with it as my daily driver,

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I often end up feeling like I don't have a ton

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to contribute to the conversation,

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because literally every time I'm on the phone,

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I'm like, I'm gonna have to do this.

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Every tech publication in the world

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is chomping at the bit to publish their spin

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on what is essentially all the same information.

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Whatever Apple, or for that matter,

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Samsung or whoever said during their keynote.

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Making me even more hesitant about this type of content

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is my personal opinion that video really isn't

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the best medium for a bullet point summary of information.

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I mean, I personally can skim a written article

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much faster than I can skip

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through a video, even with YouTube's very helpful,

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by the way, live previews of the navigation bar.

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So then onto the actual meat of this video,

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the way that Google's algorithm basically forces

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content creators to jump onto the bandwagon

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when a topic trends hard enough.

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At the beginning of this video,

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I alluded to the dips in viewership that we've seen

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right around Apple's September keynote

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for the last few years.

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So let's take a closer look at that now.

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The 2015 and 2016 impacts are pretty obvious

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even to the untrained eye.

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The day after the Apple keynote marks a multi-week low

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in LTT viewership.

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But then 2017 is a bit of a trickier one

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and requires a deeper dive into the analytics.

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There's no obvious crater here,

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but it was actually last year that we finally felt

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that we had confirmation of this pattern.

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So the morning of September 12th, 2016,

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Apple made their announcement.

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That day, a few hours later,

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after a short experimental stream commentating the event,

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we launched a video looking at a budget $60 CPU

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compared to a $600 one.

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And that video performed pretty well.

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650,000 views in the first couple of days

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was pretty good for us at that time.

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Then we followed up that video

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with three reasons not to buy a $400 laptop.

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A video that killed it for us.

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850,000 views in the first couple of days at that time

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was great and would usually result

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in a noticeable uplift for the channel.

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One that didn't come for, should you upgrade to Ryzen?

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The video that came out the next day.

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So here's what was happening.

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Like I'm not suggesting that YouTube

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wasn't delivering our videos to sub boxes

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or that they were making some kind of intentional effort

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to undermine us because Google like really,

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really loves the iPhone so much or whatever.

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The answer is,

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it's way less tinfoil hattie than that

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and actually more interesting.

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So think about your own experience

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watching videos on YouTube.

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If you watch one stupid tractor video,

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all of a sudden your homepage and watch next

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is full of videos about farming.

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Well, it's the same thing.

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Now in the tech niche,

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we don't generally deal with events that are relevant

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to pretty much every human with a pulse very often.

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So we're usually sheltered

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from this smartphones are about

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the most mainstream tech thing that there is.

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And you know, you could say, well, what about Android?

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Even though Android holds significantly more market share

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than iOS, there's no individual model of device

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that sells anything like a hot iPhone.

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And while a diehard Apple fan would have no need

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to know anything about or how to operate

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some Android handset, pretty much every Android user

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probably at least knows someone with an iPhone.

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Needs to know at least a little bit about it.

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Even if it's just to put together an argument

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to make to their friends for why they shouldn't buy it

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or whatever.

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So that's the Apple effect.

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Everyone needs to know about it.

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So that's what happens every September.

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You guys all watch one freaking iPhone video.

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And then because everyone is making one,

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YouTube spams your feed with more iPhone content

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and you either watch it,

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shifting your algorithmic waiting from techie to iPhone-y

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or you get sick of it and you turn off YouTube altogether

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for a few days.

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And you can actually see the effect right here

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in the 2017 data.

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Search, channel pages, and suggested videos all look normal.

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But browse features absolutely tanks

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from the 12th to the 15th,

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finally fully recovering on the 17th

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when our keyboard with no actual keys video

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finally fully recovering on the 17th, when our keyboard with no actual keys video

00:09:36.560 --> 00:09:41.340
went semi-viral and got picked up hard by the algorithm

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after the iPhone dust had settled.

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So I hope this video was enlightening,

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interesting, entertaining,

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something for both those of you

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who wanted a convenient summary of the new iPhones

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and for those of you wondering why the heck

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everyone in your sub box felt compelled

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to make an iPhone video today.

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I'm gonna go back and play with my network switch.

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Nope.

00:10:06.390 --> 00:10:07.430
After I tell you about Mastrop.

00:10:07.430 --> 00:10:11.170
Mastrop's control keyboard, it's got it all.

00:10:11.170 --> 00:10:14.310
It's constructed with a solid CNC aluminum frame

00:10:14.310 --> 00:10:16.510
with a built-in switch plate to make it stable

00:10:16.510 --> 00:10:18.010
and extremely durable.

00:10:18.010 --> 00:10:21.570
It's fully programmable with RGB lighting and QMK firmware,

00:10:21.570 --> 00:10:23.430
which makes it much easier to program,

00:10:23.430 --> 00:10:24.750
giving you more control.

00:10:24.750 --> 00:10:26.810
It's got onboard memory to keep your profile

00:10:26.810 --> 00:10:29.190
on your keyboard and at checkout,

00:10:29.190 --> 00:10:33.570
you can choose between Cherry MX, Kaiwa, and Halo switches,

00:10:33.570 --> 00:10:36.050
which of course will affect the price

00:10:36.050 --> 00:10:37.430
depending on your choice.

00:10:37.430 --> 00:10:39.850
But if you ever did want to change your switches out

00:10:39.850 --> 00:10:42.070
in the future, you can actually hot swap them out,

00:10:42.070 --> 00:10:44.210
making this keyboard truly your own

00:10:44.210 --> 00:10:45.930
without needing to know how to solder.

00:10:45.930 --> 00:10:48.330
So pick it up today on Mastrop at the link below

00:10:48.330 --> 00:10:50.590
for a limited time only.

00:10:50.590 --> 00:10:51.430
Thanks for watching.

00:10:51.430 --> 00:10:52.370
This video sucked.

00:10:52.370 --> 00:10:53.630
You know what to do, but if it was awesome,

00:10:53.630 --> 00:10:54.910
get subscribed, hit that like button,

00:10:54.910 --> 00:10:56.330
or check out the link to where to buy the stuff

00:10:56.330 --> 00:10:58.190
we featured in the video description.

00:10:58.190 --> 00:10:59.830
Also linked in the description is our merch store,

00:10:59.830 --> 00:11:02.370
which has cool shirts like this one and our community forum,

00:11:02.370 --> 00:11:03.810
which you should totally join.

00:11:03.810 --> 00:11:04.650
Now I can go.

00:11:04.650 --> 00:11:09.950
Okay.

00:11:09.950 --> 00:11:10.790
Okay.

00:11:10.790 --> 00:11:11.630
Okay.

00:11:11.910 --> 00:11:13.410
Well, I didn't have it.

00:11:13.410 --> 00:11:14.450
Sorry.