Marketing and New Technologies
Pro or 8GB, but not both
Marketing and how you show tech

A Pro with 8GB RAM?

Exploring the New Apple Pro's Memory Dilemma and Marketing Tactics

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How a computer company presents the default characteristics is a decisive marketing decision. It guides the consumer, it helps him to choose the right product for their needs.

The technical details

The cheapest MacBook Pro M3 comes with 8GB of RAM and a 512GB SSD, priced at 1,599 USD. An Apple computer with only 8GB of RAM makes no sense for a Pro. [1]

I understand that Apple aims to cover all price points. In that case, for a similar price, I think an Air with upgraded specifications is a better option.

An Air, Mini, or iMac with 8GB may have its audience—people who only want to surf the internet, write, and perform other essential tasks. However, I do not see how a Pro can function optimally with only 8GB in the Apple ecosystem.

Uninformed individuals may be led to purchase the base Pro model, only to be disappointed if they have Pro-level requirements. Offering this default specification can be misleading.

The site's contradictory information

If you go to Apple's website, you can adapt the computer specifications to your needs. They do a good job of explaining

"How much memory is right for you?

8GB: Great for browsing online, streaming movies, messaging with friends and family, editing photos and personal video, casual gaming, and running everyday productivity apps.

16GB: Great if you will be multitasking across a large number of memory-intensive apps, including professional video editing.

24GB or more: Best if you typically work on advanced projects that require enormous files and content libraries."

That RAM explanation is clear. What they are describing for 8BG makes perfect sense for the MacBook Air. That's why it is strange that Apple offers 8GB as the default for the entry-level computer of the Pro line.

That explanation I have reproduced here is embedded at the end of the purchasing process and only if the user clicks for details. Apple chooses what they think are the most common options, and they show it on the front page with images and graphics. It has much more weight.

Pro aura

Some people want a Pro computer. That category has an image of prestige. They may not need Pro characteristics, they do not want to pay for Pro prices, but they want to be part of that group. It seems clear that segment of consumer exists, and Apple just give them what they ask. Fair enough.

I still think that a significant part of that target group is confused about this subject. They do not have all the correct, precise information. On the other side, this has implications for Apple as a brand.

Brand and marketing implications on how to explain tech

I love the MacBook Pro and MacBook Air. I also admire the Apple Marketing brand and its general strategy. How to present the default specification is a crucial marketing decision. In this case, this is at least confusing.

They guide the users in a way that impacts the brand's reputation.

They prioritize the short-term economic decision over the general brand image. Apple will sell a lot of computers from this model. Few users will be happy, or they would be hapier with other options in the same brand.


[1] RAM or Random Access Memory is like your computer's short-term memory. The more it has, the more tasks it can handle at once. However, it forgets everything when you turn off the computer, just like clearing a desk at the end of the day.

[2] SSD or Solid State Drive, is a computer component where the user stores documents, photos, music, and apps.

[3] I reference the prices in US Dollars on the Apple Store

[4] What is a Pro? I discuss it in another post: What does Pro mean in Apple >

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