Apple's Regular Mac Base RAM Boosts Ended When Tim Cook Took Over

Apple used to regularly increase the base memory of its Macs up until 2011, the same year Tim Cook was appointed CEO, charts posted on Mastodon by David Schaub show.

macos sonoma feature purple green
Earlier this year, Schaub generated two charts: One showing the base memory capacities of Apple's all-in-one Macs from 1984 onwards, and a second depicting Apple's consumer laptop base RAM from 1999 onwards. Both charts were recently resurfaced by the Accidental Tech Podcast.

The graphs show that Apple tended to increase the base memory every two years or so, but that this trend ended when Cook took over the company from Steve Jobs. Memory increased quickly until the Mac Plus was launched in 1986, notes Schaub. "1986 to 1990 were all about decreasing the entry Mac price," he says. "Then we get a pretty straight logarithmic line until Tim Cook became CEO and there has only been a single increase since."

all in one base ram chart
The correlation is interesting, but other variables such as market trends and changes in technology can help to account for the plateau in Cook's era. For example, Stuart McHattie notes that early all-in-one Macs saw a tenfold increase every six years. If that trend had continued from 2006 onwards when the base was 500MB, modern base model Macs would have reached 500GB. Yet today's consumer PC demand for RAM remains around 8GB to 64GB, and very rarely exceeds double digits.

Computers have also changed a lot over the last several years. RAM has gotten faster. Hard disk drives have been superseded by solid-state storage. Chips and components are more tightly integrated. Apple no longer relies on Intel processors to power its machines, and instead uses high performance system-on-a-chip (SOC) architecture, which fuses CPUs, GPUs, and unified memory into a single package. This is why the company feels confident in arguing that 8GB on a Mac is comparable to 16GB on rival systems.

laptop base ram chart
But that does not change the fact that Apple has offered iMac and MacBook Pro models with 8GB of RAM since 2012. Likewise, the MacBook Air has had the same base memory configuration since 2017. In addition, Apple's adoption of unified memory means that Macs cannot have their RAM upgraded after purchase, while Apple continues to pursue a strategy of vastly overcharging customers for higher memory configurations. Users often pay out $200 or more at checkout just to future proof their machines.

Apple's Mac memory configuration strategy is likely to become even more contentious if all upcoming iPhone 16 models turn out to include 8GB of RAM. (In the iPhone 15 series, only the Pro models have 8GB, whereas standard models have 6GB.) Why Apple is prepared to increase RAM in a smartphone but not in a multitasking Mac without users paying excessively for the privilege will be the overriding question on many consumers' lips.

Popular Stories

iPhone 17 Pro Dual Tone Feature 1

iPhone 17 Pro Launching Later This Year With These 8 New Features

Thursday January 9, 2025 5:45 am PST by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. iPhone 17 Pro concept based on rumors Below, we recap key changes rumored for the iPhone 17 Pro models as of January 2025: More aluminum: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models ...
HomePod mini and Apple TV

New Apple TV and HomePod Mini Launching This Year With One Thing in Common

Wednesday January 8, 2025 6:18 am PST by
It was recently reported that new Apple TV and new HomePod mini models will launch this year, and the devices are expected to have one thing in common. Bloomberg's Mark Gurman last month reported that the new Apple TV and the new HomePod mini will be equipped with Apple's own combined Wi-Fi and Bluetooth chip. Gurman said the chip supports Wi-Fi 6E, so that could end up being a key upgrade...
iPhone SE 4 Thumb 1

New iPhone SE and iPad 11 Launch Timing Allegedly Revealed by Leaker

Tuesday January 7, 2025 11:12 am PST by
A new iPhone SE and an iPad 11 might be coming very soon. In late December, a private account on X with a track record of leaking accurate iOS-related information said devices codenamed "V59" and "J481" will be released alongside iOS 18.3 and iPadOS 18.3. Bloomberg's Mark Gurman has previously reported that "V59" is a new iPhone SE, and that "J481" is a new entry-level iPad. iOS 15.3, iOS ...
M6 MacBook Pro Feature 1

5 Reasons to Wait for Next Year's MacBook Pro

Wednesday January 8, 2025 6:33 am PST by
Apple in October 2024 overhauled its 14-inch and 16-inch MacBook Pro models, adding M4, M4 Pro, and M4 Max chips, Thunderbolt 5 ports on higher-end models, display changes, and more. That's quite a lot of updates in one go, but if you think this means a further major refresh for the MacBook Pro is now several years away, think again. Bloomberg's Mark Gurman has said he expects only a small...
airpods pro 2 botw

Hearing a Mysterious Chime From Your AirPods Pro Case? It's a Feature

Thursday January 9, 2025 3:42 pm PST by
If you've been hearing a chiming sound from your AirPods Pro 2 case when the AirPods are charging, it's a feature that Apple added with the launch of Hearing Health last year. In a support guide, Apple says that the AirPods Pro may play a sound every so often while in the case to ensure the microphones and speakers are working as intended. From Apple: To help ensure that your AirPods...
iOS 18

Apple Releases iOS 18.2.1 With Bug Fixes

Monday January 6, 2025 10:07 am PST by
Apple today released iOS 18.2.1 and iPadOS 18.2.1, minor updates to the iOS 18 and iPadOS 18 operating systems. iOS 18.2.1 and iPadOS 18.2.1 come almost a month after Apple released iOS 18.2 and iPadOS 18.2. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. According to Apple's release notes, iOS 18.2.1...
airpods 4 blue

Apple's Student Offer With Free AirPods Returns in These Four Countries

Thursday January 9, 2025 7:18 am PST by
Apple's annual "Back to School" or "Back to Uni" promotion has returned this week in Australia, New Zealand, Brazil, and South Korea. From January 8 through March 13, qualifying higher-education students and staff in these countries can receive free AirPods 4 with Active Noise Cancellation with the purchase of any new MacBook Air, MacBook Pro, or iMac, or a free Apple Pencil Pro or Apple...
LG UltraFine 6K Display TB5

LG Unveils UltraFine 6K Display With Thunderbolt 5 Support

Tuesday January 7, 2025 3:56 am PST by
LG has shown off a new Ultrafine 6K monitor at CES 2025. The 32-inch display is the first of its kind to support Thunderbolt 5, which Apple introduced late last year with the launch of new Mac mini and MacBook Pro models powered by M4 Pro chips. Details are scant, but we do know that the LG UltraFine 6K monitor (model 32U990A) features a Nano IPS Black panel, delivering a wide color gamut...

Top Rated Comments

vipergts2207 Avatar
9 months ago
No surprise here. Cook has always been a bean counter. He’s not a products guy like Jobs was. Cook has perfected getting as much money from consumers’ pockets as possible, while Jobs had the philosophy of, make amazing products and the money will follow.”
Score: 89 Votes (Like | Disagree)
Orange Bat Avatar
9 months ago
Apple keeping to 8GB in low-end computers is a joke at this point. The only argument Apple has at this point for not going with 16GB is that people are willing to put up with it. And don’t get me started on starting storage at 256GB….
Score: 72 Votes (Like | Disagree)
Ries Avatar
9 months ago

or...you know... a more sensible reason: plenty of consumers became fine with the base ram
They also would be fine with a intel Celeron, doesn't mean it is ok to charge over $1000 for it.
Score: 66 Votes (Like | Disagree)
Account25476 Avatar
9 months ago
Yet another proof (as if that wasn't enough) of Apple's greed.

Apple just remember that "you reap what you sow".
Score: 65 Votes (Like | Disagree)
JippaLippa Avatar
9 months ago
Is 8GB still enough today for VERY BASIC use? Yes (kinda).
Is 8GB a good idea for any sort of future proofing? Absolutely not.
I can't imagine buying a computer with 8GB of ram now and expect it to run fine in 2028...
Score: 62 Votes (Like | Disagree)
nt5672 Avatar
9 months ago
Another example of Cook's innovations.
Score: 51 Votes (Like | Disagree)