Joining us now is Mark Newman, senior analyst at Bernstein. Mark, welcome to you. Um, 15% gain if people are insensitive means it could actually be a boon for Apple, but we have to see how they respond, I guess. >> Yeah, that's right. I mean, I think 15% that's kind of where things are shaking out right now in terms of how much costs are going up based on the huge price increase from memory. And, you know, we think Apple's going to pass those on to consumers. Um, so some consumers may decide to delay the pu ...