Attention, Kmart shoppers: that Blue Light Special on RAM may soon be over. Remember when Apple launched the "Double Your Memory" promotion, which allowed customers to double the base RAM in any new Mac for just $40? Perhaps you know the deal by its other name, "The First Time In History That Extra RAM From Apple Isn't Hideously Overpriced And May Actually Be Worth Getting." Well, the deal is supposed to run through the end of the year here in the U.S., but as usual, the fine print notes that "Apple reserves the right to change the Terms and Conditions of this offer, or to discontinue it, at any time without notice"-- and there's at least one hint that the axe may fall a little earlier than planned.

Indeed, the free ride (or, rather, the extremely reasonably-priced one) is over in the UK; Macworld UK confirms that Apple has withdrawn the offer there, where a similar but slightly less catchy "Double Your RAM for £28.20" deal was supposed to run through January 6th, but is now no more than a fond memory. Blimey! The only consolation to our UK-based fans who waited just a little too long to take advantage of the offer is that Apple has at least reduced some of its prices for add-on RAM at the Apple Store-- but still, while upgrading a new PowerBook to a full GB for £240 is better than doing so for £320, it's decidedly less so than doing it for £28.20.

Now, just because something happens Across The Pond™ doesn't mean it'll happen here in the States, too; for instance, during last year's AtAT staff holiday in London we discovered that the English like to dispense their ketchup from little plastic squeezy tomatoes and are apparently bitterly averse to the concept of the Saltine. But it's not entirely unlikely that whatever prompted the end of the promo over there applies here as well, so don't be surprised if the forty-buck RAM offer gets axed before its time. You know, like "Birds of Prey."

As for why the promotion may be headed for an early cancellation, we have a theory. The last time we ventured into an Apple retail store, the Genius Bar was unmanned because all the techs were in the back installing cheap RAM into customer systems for fourteen hours straight. Our guess is that the promo indeed sold lots of systems, but Apple's increased sales revenue and the reduced profit margins on the additional RAM were all but swallowed up by insurance claims by company employees seeking medical attention for Repetitive RAM-Installing Injuries. Nothing's worse than watching your wrists burst into flame while installing the day's 200th SO-DIMM.