Apple tablet: 70% won't spend more than $700, survey says

Apple tablet: 70% won't spend more than $700, survey says

Summary: 70 percent of consumers won't spend more than $700 for an Apple tablet, and consumers were equally split over whether they would pay for 3G connectivity, according to a new study.


70 percent of consumers won't spend more than $700 for an Apple tablet, and consumers were equally split over whether they would pay for 3G connectivity, according to a new study.

According to a new survey by Retrevo, 44 percent of consumers said they would not buy the rumored iTablet or iPad if it required a monthly data plan, while 39 percent said they wouldn't buy one without it.

75 percent of respondents said they wouldn't buy the tablet unless it had a battery life of more than six hours.

Interestingly, owners of iPhones said they preferred an iTablet that ran iPhone apps (rather than Mac apps) by a 3 to 2 margin.

Further, 38 percent of women said they wanted an e-book store -- compared to just 25 percent of men.

Overall, most respondents expected Apple to release some sort of iSlate device, and most said it would have a 10-inch touchscreen and run iPhone or Mac OS apps.

More takeaways:

  • 40 percent of women said they want to see solar power on the tablet,  compared to just 33 percent of men.
  • Most respondents said they didn't care which OS the tablet would use.
  • While 70 percent of respondents said a device over $700 would be a deal-killer, that means almost one-third of consumers would indeed spend more than that.
  • About half of respondents said they didn't think they needed a tablet computer.

The survey was made from more than 500 randomly selected Retrevo users between Jan. 16 and 20, 2010.

But that's not all. Earlier today, the Wall Street Journal reported new information on the coming tablet.

Such revelations include:

  • Apple wants to "reshape businesses like textbooks, newspapers and television much the way his iPod revamped the music industry—and expand Apple's influence and revenue as a content middleman."
  • Apple has spoken with the New York Times, Wall Street Journal, Conde Nast, Harper Collins and others about publishing partnerships.
  • The tablet is designed to be used and shared by several people in a household to read news and check e-mail.
  • The tablet will have a virtual keyboard.
  • Apple is working with Electronic Arts for the tablet's gaming capabilities.
  • Apple's rethinking content distribution: we're talking e-books and newspaper content through iTunes, or TV show bundles.
  • Apple wants to launch a web-based version of iTunes by June.


How much would you pay for an Apple tablet?

[poll id="29"]

Topics: Tablets, Apple, Hardware, Laptops, Mobility

Andrew Nusca

About Andrew Nusca

Andrew Nusca is a former writer-editor for ZDNet and contributor to CNET. During his tenure, he was the editor of SmartPlanet, ZDNet's sister site about innovation.

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  • Steve begs to differ . .

    You will pay whatever Steve asks you to pay if it's really mind blowingly great, and it just might be, we will just have to wait and see.

    I can't imagine paying more than a few hundred and I certainly cannot imagine another thirty bucks a month for a SECOND mobile data plan but then again I'm not a well-heeled yuppie type. If they manage to get me on board it's goning to have to be AMAZING.
    • The only way it'll be AMAZING

      is if comes out with Linux on it.

      Otherwise it's just an oversized ipod, and another way for Apple to lock you into their bank account.

      For deposits only.
      Ron Bergundy
      • It's Not Going to Have Linux On It...

        That's not even a possibility with Apple. [i]However[/i], I'm sure it wouldn't be long before someone shoehorned Android or something on it.
        • Thank goodness.

          Why have an also ran design.
    • It will have to be amazing to be worth more than 500

      I agree that requiring another expensive data plan could be the one huge thing that kills interest in this product. I have zero interest in making cellular companies even richer and more arrogant than they already are.

      Price is another big issue. People will look at their fully-functional netbooks they bought for under $400 and wonder why they should pay significantly more for an iSlate/iPad. It will have to be pretty amazing for most folks to pay more than $500 for it. Even those of us who could pay a little more will need to be convinced that it's worth it.

      The one thing I don't want to see is Apple calling it revolutionary again. That first iPhone introduction was incredibly annoying to everyone who had been using Windows Mobile, Palm Treo's, and Blackberries for a decade. There was nothing revolutionary about the iPhone. Virtually every feature had been available for many years from others. It was an evolutionary improvement in the user interface, wrapped in a nice package, and nothing more.

      The same is going to be true of this iPad. There have been touch screen PC's and laptops in use forever. Apple will simply innovate the user interface and make it an attractive design. When I hear a foaming at the mouth introduction calling something revolutionary, I expect a cold-fusion powered, thought reading, holographic device the size of a fingernail. I don't expect a prettier, more user friendly, touch screen PC. For the tech-educated, those introductions come off as the rants of a snake oil salesman.
      • I don't recall a lot of complaints even for the first

        iPhone. I remember there being some granted but the sales of the
        device were incredible and they just kept on going. That and customer
        satisfaction poll showed and continue to show a very high satisfaction
        rate. I'm sure that included those who use to own Windows Mobile
        devices and such.

        As for the term "revolutionary" Well I guess it depends. If you
        examine the first attempts at a usable bike back in the day you see
        something well quite unusable by our standards today. If everyone
        was making such bikes and selling them and then a company came
        out with a 1980's 10 speed bike even though the thought behind both
        bikes was similar in many ways I think the 10 speed bike would be
        called revolutionary. Of course that gets us into the argument of what
        you and I see as the similarities and differences between given
        products and that is the difference now isn't it?

        Pagan jim
        James Quinn
        • iPhone was revoloution, sort of

          Blackberries were and are horrible to surf on and even the best WinMo/Palm devices such as the touch models with full screen\full OS versions (like the HTC model I had for two years) were barely adequate. All the iPhone did was make a usable interface, true, but in this case that made all the difference. I really dislike all the iPhone hype but I have to give props to Apple for what they did with the phone. At least now you can get that kind of interface on other phones too.
        • No kidding you didn't hear complaints

          Apple either wiped them from their website whenever someone wrote a complaint, or the fact that after paying 600.00 after the subsidy, who was going to look foolish and complain?

          The emporor never complained about his clothes (or lack of them)

          You want something that you'll have no complaints with, then look to buy a Linux powered device.
          Ron Bergundy
      • I can get . . .

        an HP Touchsmart laptop for what this thing is going to go for . . .
        • Really?

          You know what the price is? Hell, you know what the <i>device</i> is?!

          I think what you meant to say was "I can get an HP Touchsmart laptop for
          the assumed retail price of this rumored device."
          • Quit arguing semantics, pinhead. (nt)

      • Nicely Put

        Couldn't agree more - couldn't put it any better.

        Thank You

      • People pay more for smart phones and their data

        Why would the price of a smart phone and smart phone data plan be so
        horrible for this? And for that matter, what is this going to be? Given
        your detailed reasoning as to why it isn't worth it, I assume you know all
        about it and can enlighten us.
    • Would a second mobile data plan be necessary

      What if you could tether the tablet to you iPhone? Couldn't Apple do this
      without the cell phone providers having to say anything about it?
      Prime Detailer
      • If you already have a data plan

        Nothing keeps you from pulling the iPhone GSM card from it and install it
        in your tablet.
  • RE: Apple tablet: 70% won't spend more than $700, survey says

    Mac/iPhone user. I hope that this tablet, if there is to be
    such a device announced next week, is NOT tied to some
    wireless data plan. Netbooks suffer the same
    problems...not only do you have to fork over the cash to
    get it in the first place, but you end up paying for it over
    and over through the $60/month limited wireless plan ripoffs that are
    common today by the 3G overlords. That would completely turn me off
    the product.

    A high overall price tag would probably deter me. Tablets
    have a less than glorious history thus far.
    • No Wireless plan needed...

      Apple already has our credit card payment info thru iTunes. Why not just pay for wireless as you go. If the rates are reasonable, it might work. For example, half hour of web surfing for 25 cents... This would be reasonable.

      Apple will simply make a deal with Verizon, for example, and bill for usage of 3G. The billing can be automatic.
    • your own fault

      Lots of folks, me included, own a netbook and are not foolish enough to get ripped off by the cell phone companies for a data plan. The places where I spend 90% of time time have WAPs, so I don't need to pay again for something I already get.
  • RE: Apple tablet: 70% won't spend more than $700, survey says

    I might be willing to spend $400 on the tablet if it can do the same things my iPod Touch can do. That includes having accessories for it so I can listen to it in the car. It also depends on the specs of the tablet as well.
    Loverock Davidson
    • *Drops jaw in awe!

      LD has an iPod Touch! It's official pigs can fly and hell has just froze over!! :) :)