• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As U.S. Treasury intervened in the bond market, the Netherlands rushed 86 tons of gold out of America because of ‘geopolitical unrest’

2

'Critical employees will begin to retire': Trump’s new pay plan will deny most federal roles a raise, and it has workers warning of a retention crunch

3

One of MacKenzie Scott's latest donations takes her HBCU giving to well over $1 billion

1

As U.S. Treasury intervened in the bond market, the Netherlands rushed 86 tons of gold out of America because of ‘geopolitical unrest’

2

'Critical employees will begin to retire': Trump’s new pay plan will deny most federal roles a raise, and it has workers warning of a retention crunch

3

One of MacKenzie Scott's latest donations takes her HBCU giving to well over $1 billion

iPad survey: 4.6% ‘extremely interested’

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
April 14, 2010, 6:46 AM ET
Google source logo
Add Fortune on Google for similar content.

Another 16.4% “somewhat interested” in buying Apple’s tablet computer



Click to enlarge. Source: Morgan Stanley

From the day the iPad was introduced, Katy Huberty’s estimates of how many units Apple (AAPL) would sell — 6 million in calendar 2010 and 7 million in the first 12 months — were significantly higher than The Street’s. (See How many iPads will Apple sell?)

In a report to clients Wednesday, Morgan Stanley’s chief Apple watcher trotted out the results of a proprietary survey that suggest that iPad sales could even beat her numbers.

The survey of 2,500 American consumers found that 4.6% were “extremely interested” in buying an iPad and 16.4% were “somewhat interested.” (iPad skeptics will be happy to learn that nearly 80% were either “somewhat not interested” or “not interested at all.”)

Applying what Huberty calls a 77% discount rate on those forecasts (based on previous surveys of consumer interest in the iPhone and the iPod touch) and excluding non-Apple product owners (who are significantly less likely to buy an iPad), the survey suggests 4-5 million iPad sales in the U.S. over the first 12 months and 7-9 million worldwide.

Among the survey’s other findings:

  • Evidence of strong “halo” effect. “20% or more of current Mac desktop, iPod Touch and iPhone owners are extremely interested in purchasing an [iPad] vs. 4.6% overall.”
  • Trouble for the Kindle. “Owners of smartphones and eReaders are also more likely to buy an iPad.”
  • It’s mostly a guy thing — for now. “Similar to our pre-launch iPhone survey in March ‘07, iPad extreme interest skews towards males but the current iPhone installed base is about half males and females.”
  • It helps to be young and rich. “We see broad iPad demand across age groups but the highest demand from the 25-34 (29%) age group. Almost half (47%) of iPad users will have annual incomes $90K+, a number that is similar to the current iPhone installed base.” (See charts below.)


Source: Morgan Stanley


Source: Morgan Stanley

[Follow Philip Elmer-DeWitt on Twitter @philiped]

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon
Google source logo
Add Fortune on Google for similar content.

Latest in


Most Popular

Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

    Latest in


    Most Popular

    © 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
    FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.