It's not a fair comparison. Basically the whole auto is pulling that ****... in computing other companies are generally not charging Apple pricing while offering shockingly little in storage, and a disappointing amount in RAM. Also, significantly, if a car manufacturer, let's say Porsche, wanted 30% or so of the $120,000 sale price to upgrade the wheels and tyres to a reasonable spec, few would pay the $36,000 requested for this. They'd just buy aftermarket parts. Meanwhile, Apple engage in anti consumer practices like soldering down the SSD, so their customers are held hostage- 'buy our stuff or don't, but you can't improve it or fix it.'