OK, lets say Apple decides to make 4Gb RAM and/or 1TB HDD, standard across the range ..... would it really add too much on to the eventual selling price ?? HDD/RAM prices are dropping all the time and the price difference between different capacities are becoming minimal ...... as Apple would be buying the 1TB HDD/4Gb RAM in even greater quantities, they could get an even better price on them from their suppliers ...... there would be no need to build separate BTO machines anymore and the whole production line could be streamlined and made more efficient ...... plus warranty/repair/replacement issues would be simplified ...... etc etc, cost benefits galore !! So improving the spec across the range like this would (probably!) add little (if anything) to the overall selling price ...... so for about the same money, we all get more powerful machines, Apple increases productivity and the iMac's gain even more market share as the better specified machines would naturally beat out the PC competitors in magazine reviews and tests etc etc ...... Any constructive criticisms to my theory ?? Am I crazy or a genius ??