Retrevo Study: Apple needs to price tablet at $600 or less to attract PC users

Consumer electronics shopping site Retrevo.com surveyed 753 Americans distributed across age, gender, income, and location, asking them what they'd be willing to pay for an Apple tablet computer. While 68% of Mac users said that they'd willingly drop $600 or more on a tablet, only 36% of PC users said that they'd pay that much.
What does that tell Apple? If they want to continue to make inroads into the PC market, particularly in the netbook sector, the new device should have a price point around $600 so that price is not an issue for PC users. Retrevo's Gadgetology study also noted that Apple has already lost potential sales to early adopters like iPhone users, 59% of whom said they either already own or plan to purchase a netbook this year.
Not only is pricing of the Apple tablet key to making it a runaway success, but the study results show that Apple needs to get this device out the door as quickly as possible to capture the slower adopters who are planning on making a netbook purchase in the next year.
The study does not answer the question on how many dissatisfied netbook owners would make the switch to an Apple tablet, but we can only hope that Retrevo asks that question soon.
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The mythical Apple tablet is back in the news again, this time in the results of a new study that shows where the pricing "sweet spot"...
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I, for one, have been very disappointed with my Dell netbook (Mini 10v), but it was inexpensive enough that I have some discretionary money left to consider an iTablet. It would have to have a decent eReader and the ability to access open formats such as ePub, and they'd need to provide a decent interface to libraries or other repositories.
December 19 2009 at 6:41 PM Report abuse Permalink rate up rate down ReplyThe most appropriate thing to say about this article is appropriately sourced from the asshole of the internets:
This article is so full of fail and AIDS I'm surprised it hasn't imploded on itself.
"the study results show that Apple needs to get this device out the door as quickly as possible to capture the slower adopters who are planning on making a netbook purchase in the next year."
Yeah, because when you buy a netbook, you are bound to it FOREVER.
Just like everyone already had a cell phone, leading to the dearth of iPhone sales.
mm here we go again Apple going low-end, the question is why? as there's plenty of competition there and the margins are wafer thin. net-books they are a joke they started out at $299 but look at the prices of them now they are the same if not more than the cheap end lap-tops! The only net-book worth buying is the Toshiba NB200, which seems like it was designed by an ex Apple person. I had the first asus netbook it was fun for a while but it's poor in comparison to my iPhone! yes i can write letters using google docs, blogs search the web etc.
However I've seen the MS Courier protoype and that seems to be pushing the enveleope no point in Apple coming up with a oversized iPhone if they ever did release a tablet. My view is they won't be releasing one anytime this century!
I think this is inherently flawed. It assumes first of all that Apple is going to make a "tablet computer" in the sense that we now know it -- a completely useless device. And second, that it's going to compete with netbooks -- every single person I know who has a netbook has it because it was cheaper than a real laptop.
It overlooks the very real possibility that Apple is going to invent a whole new market to sell to. You'd think these "industry analyst" people would finally realize that Apple does that sometimes.
It is certainly possible, I mean, just take an iPod touch and give it a bigger screen. That would make it probably $500, then upgrade the internals so it could run leopard, it wouldn't really need to be more than $600, but who knows, it could seem more premium than the cheap macbook so it might go $1000+.
October 26 2009 at 7:25 PM Report abuse Permalink rate up rate down ReplyIf that's the case, then PLEASE price it at $1200!!
October 26 2009 at 6:38 PM Report abuse Permalink rate up rate down ReplyAs it says, Apple needs to price it at $600 or less to attract PC users.
Why go after the dumb ?
Set it at $800 - provide it with show-stopping features and attract the Mac faithful. They will soon explain to the PC users why - like every other product in the world - you basically get what you pay for.
I'm a pc user primarily but I do have an iphone 2g and now 3gs, I use my phone almost as much as my desktop machines. To have it available in a bigger form factor with even more features and power would be great. I believe it will be around $800 or $900.
There is no way in hell Apple is going to undermine its brand image by offering a tablet for $600. Wake up!
October 26 2009 at 4:34 PM Report abuse Permalink rate up rate down ReplyA tablet for what? Most people don't do anything functional or purposeful with their computers as is, so why would a tablet be useful to the general population. Checking Twitter, keeping up with the Kardashians and illegally downloading Lil' Wayne tracks definitely needs to be done on a tablet computer by Apple (or anyone for that matter).
Yes. I'm calling America dumb. Believe it.
And it think last weeks Apple Q4 results prove that good product moves in volumes. Dell, where you at?
Apple has to...?
Apple doesn't have to do anything it doesn't.
I will just echo the point an earlier poster made, analysts need to quit telling Apple what to do as they seem to be doing just fine.
All these things are for is to gather attention the person/group/analyst publishing their "findings". It has no effect on reality.
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