The firmware itself is licensed and controlled under Apple, thus there is a premium to have access to this. Plus, Apple demands extensive testing in order to ensure maximum stability for the components that go into their machines. You can think of it how Enterprise class drives are so much more expensive than normal drives because of the algorithms written into the firmware for vibration. These cards have the specially modified with firmware that is compliant with Apple's standards. Because of this, this carries a high premium. Plus with the fact is the GPU itself a custom design on top of it. See above. That is also another reason. That is wrong. Please see above. Apple products are not a rip off. They are more expensive, but they are also rather reliable. Plus the fact that they use higher grade materials in their manufacturing (compared to PCs except gaming hardware) comes at a premium. A prime example of this areMacbook pros. All of them have milled aluminium top cases. This is not cheap to make... The same for the iMacs. Their shell is also milled aluminium. All their logic boards use solid caps and various other components. They also have custom firmware that run on top and also a piece of hardware in them called the SMC. The SMC is the system management controller. This controls power and various other aspects of the machine including fan speed. PCs don't have this.