Apple CEO Tim Cook declined to comment on repeated questions during Thursday’s earnings call about how the company would respond to rising memory costs.

The decision on whether to absorb rising costs or pass them on to customers in the form of higher prices is not going to be an easy one, and a look at the numbers makes it clear why Cook was unwilling to rule out the latter possibility …

Apple last week changed the way you buy a Mac online, removing the previous lineup of customizable pre-configured options and instead putting you straight into configuring your spec from scratch.

While at first glance this seems a somewhat strange thing to do, arguably making it a little more complicated for a non-tech buyer to choose their Mac, the change could provide support for a theory that Apple will allow you to separate CPU and GPU options when buying an M5 Pro or Max Mac …