Apple’s beloved CEO, Tim Cook, recently declared that RAM expenses are “unsustainable,” prompting Apple to raise prices across its product lineup. In an interview with The Wall Street Journal, Cook lamented that despite their best efforts, memory shortages have forced them to pass on the costs to customers. With Mac Studio models already shedding the 512GB RAM option and the Mac Mini’s price jumping from $599 to $799, it seems Apple is preparing for a RAM-induced price hike across the board.

But let’s pause for a moment—RAM? Really? In an era where even entry-level smartphones boast gigabytes of memory, does Tim Cook truly believe that the cost of RAM will drive Apple into financial ruin? Perhaps he’s been overlooking the fact that Apple has been hoarding vast quantities of silicon wafers and could have locked in better deals with suppliers long ago. It’s as if Cook is treating RAM like a scarce commodity, akin to gold or caviar, rather than a ubiquitous component found in every device from microwaves to washing machines.

Moreover, the article hints at Apple’s willingness to shield customers from RAM costs, yet it doesn’t specify when or which products will bear the brunt of the increase. Will we see MacBook Airs priced like Mac Pros, or will the iMac Pro finally get its due? And what about the iPad—the tablet that has become a staple for both work and play—is its RAM now as precious as unicorn tears? The uncertainty leaves us wondering if Apple’s price hikes are merely a convenient excuse to boost margins while customers remain blissfully unaware of the true cost of their silicon.

In the grand scheme, RAM shortages have certainly impacted tech giants, but is Apple’s response proportionate? With companies like Samsung and SK Hynix producing billions of DRAM chips annually, it seems plausible that Apple could negotiate bulk discounts or even invest in its own memory fabs. After all, Cook himself once said, “We believe in the power of simplicity.” Perhaps a simpler solution to Apple’s RAM woes is just a few silicon layers away—no need for customers to bear the entire burden of memory inflation.