Apple has long been a polarizing figure in the tech industry. Since its inception, the company has embraced an unconventional approach, famously stating, “the crazy ones, the misfits, the rebels…” and has openly declared its disdain for rules. This ethos is evident in its products, from the Magic Mouse to the Vision Pro, showcasing its willingness to redefine standards, including storage pricing.

Historically, Apple’s memory options—whether SSD or RAM—have commanded hefty premiums. A simple comparison reveals stark contrasts; for instance, upgrading from 1 TB to 2 TB on my latest 14” M3 Max MacBook Pro increased my total cost by 460 euros. Opting for a 4 TB upgrade would have meant an additional 1,150 euros, bringing the price to 345 euros per TB. In comparison, a 1 TB Crucial P5 Plus NVMe SSD with comparable write speeds is priced around 120 euros, highlighting a significant price gap.

The cheeky justification often cited is that Apple’s pricing reflects its status as a design-centric company. Much like luxury brands charge a premium for their aesthetics—think leather seats in a Lamborghini or gold plating on a Rolex—Apple’s SSD pricing is rooted in its brand identity. While many argue that Apple devices are not luxury items due to their widespread use, they still carry an association with affluence. Owning a Mac often signals a certain social status, akin to the perception of owning a high-end car.

From a technical perspective, the compact nature of NVMe SSDs contributes to their cost. The intricate design and miniaturization of components on a MacBook’s logic board reflect significant engineering challenges. Proper arrangement of components is crucial for performance and reliability, and this expertise comes at a price. Even with meticulous design, Apple occasionally faces scrutiny from repair experts, indicating that achieving this balance is not straightforward.

Many users invest in Macs not merely for status but for practicality. Whether it’s familiarity, software needs, or durability, the rationale varies. Statistics show that a significant proportion of Mac users are women, and a large percentage of professionals in engineering and software development utilize macOS, suggesting that many see the value in their investment.

A common oversight by tech commentators is the professional utility of Macs. For many, purchasing a Mac is an investment—one that can be tax-deductible, effectively lowering the overall cost. For instance, a software contractor earning $150,000 may find the expense of a Mac trivial when viewed in the context of their earnings.

Apple has a clear understanding of its customer base. While some consumers may opt for a basic MacBook Air for everyday use, professionals seeking robust capabilities often require higher storage capacities. This demand allows Apple to position its products at a premium.

Ultimately, if high SSD prices deter you from purchasing a Mac, it might indicate that a Mac is not necessary for your needs. However, if you remain committed to acquiring one, choose a model that aligns with your requirements. It’s wise to prioritize RAM over storage, as it can enhance the longevity of your device. Investing in a professional tool only makes sense if you intend to utilize it as such, thereby justifying the expenditure as part of your business operations.

Apple’s pricing strategy is a reflection of capitalism—charging a premium for value-added products. Understanding this dynamic is key to making informed purchasing decisions.

Attila Vago — Software Engineer dedicated to improving the world through code. Passionate about web accessibility, LEGO, and craft beer. [Read my Hello story here!](#) [Subscribe](#) for insights on LEGO, tech, coding, and accessibility!