Survey Sees Pent-Up iPad Demand, Some Cannibalization of Other Apple Products

In research note released this morning, RBC Capital Markets analyst Mike Abramsky shares the results of a ChangeWave survey of over 3,200 respondents earlier this month revealing pent-up demand for Apple's forthcoming iPad, with demand even exceeding that for the original iPhone in 2007. According to the survey, 13% of respondents are either somewhat or very likely to purchase an iPad, compared to only 9% in a similar survey conducted prior to the launch of the original iPhone.

100456 ipad demand
Percentage of respondents likely to buy iPad (Feb 2010) and iPhone (Apr 2007)

The survey also provides an interesting glimpse at model preferences for potential iPad buyers, with the highest percentages of buyers planning to purchase the low-end 16 GB Wi-Fi-only model at $499 and the high-end 64 GB Wi-Fi + 3G model at $829. Demand for the various capacities among the two iPad lines clearly shows opposing relationships, with budget-conscious customers focused on the Wi-Fi-only model opting for only 16 GB of storage while those springing for the added 3G connectivity are also preferring to max out on storage at 64 GB.

100456 ipad model demand
Model preferences for potential iPad buyers

The report also notes that only 8% of customers have balked at iPad pricing, significantly lower than the 28% who were unwilling to pay Apple's prices for the original iPhone prior to its launch.

In examining probable cannibalization of existing Apple products, the RBC/ChangeWave survey found 25% of respondents planning to delay purchasing one or more other Apple products in favor of obtaining an iPad, with the iPhone, iPod, and Mac notebooks all seeing potential hits in the 9-10% range. Cannibalization appears significantly lower for Mac desktop machines and the Apple TV.

100456 ipad cannibalization
Percentages of planned iPad buyers delaying purchases of other Apple products
(Sums to 33% due to some respondents delaying purchase of more than one product)

While the survey results suggest possible strong early adoption of the iPad and upside compared to previously-estimated customer purchasing plans, RBC continues to predict a base case of five million iPads sold for calendar year 2010, adding $2.4 billion in revenue and an additional $0.33 per share of earnings to Apple's bottom line.

Popular Stories

Apple car wheel icon feature yellow

Apple Cancels Electric Car Project

Tuesday February 27, 2024 11:05 am PST by
Apple has canceled all plans to release an autonomous, electric vehicle, reports Bloomberg. Apple has been working on an Apple Car for more than a decade and invested millions of dollars into development before deciding it was not a viable project. Apple's Chief Operating Officer Jeff Williams today told approximately 2,000 employees working on the Apple Car that the project was canceled,...
Beyond iPhone 13 Better Blue Face ID Single Camera Hole

Six Reasons to Wait for Next Year's iPhone 17

Thursday February 22, 2024 4:20 am PST by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models concurrently, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different, and already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
iOS 18 Mock iPhone 16 Feature Gray

iOS 18 Rumored to Be Compatible With These iPhone Models

Tuesday February 27, 2024 6:31 am PST by
iOS 18 will be compatible with the iPhone XR, and thereby also the iPhone XS and iPhone XS Max models with the same A12 Bionic chip, according to a post on X today from a private account with a proven track record of sharing build numbers for upcoming iOS updates. The post was spotted by MacRumors contributor Aaron Perris, and it has since been deleted. However, this was likely because the...
General Apps Messages

iOS 17.4 to Add This 'Groundbreaking' New Messaging Feature

Friday February 23, 2024 5:05 am PST by
With iOS 17.4, set to arrive in March 2024, Apple is bringing a new cryptographic security feature to iMessage called PQ3. This "groundbreaking" and "state-of-the-art" protocol provides "extensive defenses against even highly sophisticated quantum attacks," according to Apple. Let's break down what that means. Apple's iMessage service already supports end-to-end encryption, but security...
iOS 17

iOS 17.4 Coming Soon With These New Features for Your iPhone

Monday February 26, 2024 6:08 am PST by
In a press release last month, Apple confirmed that iOS 17.4 will be released in March, and the update includes several new features and changes for the iPhone. Key new features in iOS 17.4 include major App Store changes in the EU, Apple Podcasts transcripts, and an iMessage security upgrade. The update also adds new emoji and includes preparations for the launch of next-generation CarPlay...