> Just as an example, over at apple.com, the new iMac comes with 32GB of DDR4 2666MHz ECC RAM. To add 32GB (64GB total) they are charging 960€, or 2,880€ to add 96GB (128GB total).

Specifically Apple is well-known for their expensive pricing for better optional components (which is often necessary to pay, since for many models you cannot simply replace the component (RAM, SSD etc.) by another one on your own).