Chapter 1: The Dilemma of Tech YouTube

Is Tech YouTube struggling?

As I sift through various videos, it seems many creators are pondering the future of tech YouTube. Are we witnessing a pivotal moment?

What's at Stake?

With Apple’s tech season just around the corner, I am eager and ready for the influx of content that will follow. However, it appears that Apple finds itself in a precarious position, not because of the quality of its products, but due to the tech YouTubers’ approach. Regardless of how exceptional the next Mac Pro, iPhone, iPad, or MacBook might be, the reviews may not accurately reflect their true value.

I understand that reviews are inherently subjective, but they should also be grounded in reality. This leads me to wonder: who are these reviews intended for? Are they really for you?

Let’s consider the device I’m using to compose this blog post—the M2 MacBook Air. Since its launch, it has faced considerable criticism. I created a video in defense of it, arguing that it is an excellent machine—well-designed and reasonably priced. Yet, not everyone shares that sentiment.

When tech reviewers create their videos, who should they target? Should they focus solely on tasks that most buyers will use the device for? Or should they delve into identifying a product's flaws and limitations?

There are countless videos out there pushing the MacBook Air to its limits through stress-testing benchmarks. But is this approach fair or even relevant? On Apple’s website, terms like "supercharged" and "don’t take it lightly" are prominently featured, suggesting that it should not be viewed merely as a lightweight notebook. Apple is strategic in its marketing, avoiding language that categorizes one Mac as suitable for a specific type of user, while another is for a completely different audience. This Mac, equipped with the advanced M2 chip, is far more capable than its sleek appearance might suggest. Based on my experience, it can handle a wide range of tasks, far beyond basic spreadsheet work or word processing.

Are Tech YouTubers Missing the Mark?

It appears that YouTube has adopted a philosophy of pushing devices to their absolute limits. Just look at the abundance of videos titled "Breaking the MacBook Air," "How to Fix The MBA," or "The MBA is Sad." The SSD-gate controversy also contributed to this trend.

This is how they justify using those earlier-mentioned benchmarks. They aim to push the devices hard, leading to sensational thumbnails and clickbait titles.

Is it fair for creators to compare the MacBook Pro and MacBook Air in the same video? Has Apple inadvertently encouraged such comparisons by not distinguishing between the models?

The MacBook Air isn’t the only device facing unwarranted backlash. Although I ultimately chose the MacBook Pro this year, I nearly opted for the Mac Studio instead. Their prices and specifications are quite similar, with the primary distinction being the portability of the MacBook Pro. While the MacBook faced excessive scrutiny, the Mac Studio was not as fortunate.

The tech community criticized the Studio for its lack of upgradeability. Many argued that as a pro-level machine, it should allow for memory upgrades, especially since there is physical space within the unit for additional memory.

Are We Even Watching?

But is all this criticism, comparison, and benchmarking ultimately pointless? The tech YouTube landscape is indeed peculiar. Despite their elaborate tear-downs and statistics, the people they aim to assist or influence may not even be tuning in.

For most buyers—especially those interested in the MacBook Air—there’s likely only one statistic that truly matters: the price.

To the average consumer, aside from their colors and shapes, the two available MacBook Air models look almost identical. One is priced at £999, while the other costs £1249. In times of financial strain, justifying that £300 difference can be quite challenging. YouTubers can discuss enhanced CPU, GPU, or SSD performance all they want, but for many, the price tag is the deciding factor.

I say this with affection, as I include myself in this group, but the tech enthusiasts are often not the ones purchasing the devices featured in these videos. We watch simply because it piques our interest. Even though I had no intention of ever purchasing a 24-inch M1 iMac, I still found myself watching review videos. The jargon and details presented in tech reviews cater primarily to tech aficionados.

A Warning for the Future

History has a tendency to repeat itself, and this will likely become evident in a few weeks when we finally get our hands on the Apple silicon Mac Pro. It’s probable that we’ll see reasons to critique it.

Negative and shocking content garners clicks, views, and advertising revenue. This is beneficial for creators in the short term, yet may not serve the viewers well. If a parent of a college-bound student happens upon one of these videos, what would they want to know? Are they interested in stress-testing results, or do they want to know if the device will last through three or four years of university life?

I suspect that tech YouTube may have dug its own grave. Everything has its moment in time. The standards we previously accepted for tech reviews may have reached their expiration date.

Whether it’s the algorithm or the audience driving this change remains uncertain, but a shift is certainly underway. Influential voices such as Sara Dietschy, Luke Miani, Jon Prosser, Rene Ritchie, and Sam Kohl have all expressed concern about the current state of tech YouTube. Is this merely a fleeting phase, or is it time for a significant shift?

Ultimately, clicks and views will dictate the future, I suppose.

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This video discusses the perceived decline of Tech YouTube and its impact on viewers.

A critical look at whether tech YouTubers are misleading their audience with reviews and benchmarks.