Survey: 20% of non-iPad buyers would buy a $399 iPad 2


Philip Elmer-DeWitt is a senior editor at Fortune.

A relatively small price cut, it seems, can make a big difference

In a proprietary survey conducted last fall and released Wednesday, RBC Capital's Mike Abramsky asked some price-sensitive customers who said they had no intention of buying an iPad whether a $100 price cut might change their minds.

Among 1,100 respondents, 17% said they would be "somewhat likely" to buy a $399 iPad and 3% said they would be "very likely" to do so.

A separate survey conducted for Morgan Stanley got similar results. According to Katy Huberty:

Our survey also asked about a potential $100 price cut to the iPad 2 and the responses indicated 15-20 million incremental US unit demand and 38 million global demand. For reference, each incremental one million iPads could add $0.20 of EPS.

A $100 price cut on the iPad 2, it turns out, is exactly what Apple (aapl) delivered on Wednesday.

All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website.

Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions