It seems logical to compare upgrade pricing between companies as a way to determine what "the going rate" is, but there's a problem with that. Companies have different pricing strategies--they choose to make their profit in different ways.
...which is why I take examples of
comparable, competing products - premium "ultrabook"-style laptops in a similar starting price bracket to Macs - from companies who's primary business is selling hardware. There's no reason to assume that they have a fundamentally different business model.
If you want an idea of the
retail cost of LPDDR5x RAM - Crucial now sell
LPDDR5x LPCAMM modules at $174 for 32GB and $329 for 64GB. So, about $155 for the difference between 32GB and 64GB (so, about $40 per 8GB) - in a shiny new form-factor which probably adds to the cost c.f. the loose LPDDR chips used in most laptops. That's
retail - the nice folk at crucial get to eat hot meals and sleep indoors. In terms of actual material costs, both Lenovo and Apple will be buying bare chips in
huge quantities and massive discounts.
Lenovo
sell those modules at
twice Crucial's prices for the one ThinkBook that uses them - so it's not like Lenovo are non-gouge-y and I'm
sure they're not taking a loss from those $200-for-16GB upgrades.
Meta Quest storage upgrade from 128 to 512 GB only costs $70, but that's not a fair comparison to make to Lenovo or Apple because that's not where Meta makes their profit.
Complete straw man - who would compare a VR headset (AFAIK the
only hardware product from a services & ads company who bought it when they wanted to create a VR social media empire) with a PC laptop from a PC manufacturer? If anything, Apple's business model should be more like Meta's since - unlike Lenovo - they
do have a significant consumer services business.
The idea of both statements are identical
Not really - I might
want a premium laptop with 64GB RAM and 4TB SSD for $1000, but looking at the rest of the market shows that that is an unreasonable expectation (I probably
could get that in a no-name flying brick) - but that 32GB/1TB in anything costing the thick end of $2000 is attainable - if not as a stock spec, with a BTO upgrade half the price of Apple's.
What is clear is that Apple's BTO upgrade prices have nothing to do with the cost of materials - the $200 per 8GB rate has been the same since at least 2017 when I bought my iMac, several times the retail cost of the bog-standard DDR modules it used (the difference then was that you
could so a third party upgrade for a fraction of the price). They're using these prices purely to create price points. For the M4 Mac Mini, for example, the stock models are:
$599 : 16GB RAM/256GB SSD
$799 : 16GB RAM/512GB SSD
$999 : 24GB RAM/512GB SSD
All identical systems, apart from the RAM/SSD differences. Let's say Apple changed that to:
$599 : 16GB RAM/256GB SSD
$799 : 24GB RAM/512GB SSD
$999 : 32GB RAM/1TB SSD
...I don't know about you, but that would make me
much more likely to go straight for the $799 or $999 model than go for the $599 and maybe just upgrade the SSD - they wouldn't even need BTO options on RAM and SSD. It wouldn't take a huge proportion of customers thinking the same way to overtake the relatively small increase in material costs.
Have Apple done the math & market research to prove me wrong? Maybe - but I wouldn't count on it. Knowing the price of everything and the value of nothing is a common syndrome amongst bean counters - Apple have become very good at shaving the last possible cent off the bill of materials, not so good at presenting a good value proposition to customers. I'm not going to say that "Apple is doomed!" but they're increasingly reliant on customers being committed to the Apple ecosystem.