• March 29, 2010

With the launch of Apple's iPad just days away, a new survey from market researcher NPD Group finds that even its biggest fans think the device is too expensive. Awareness of the launch is greatest among current Apple owners (80%) and consumers ages 18 to 34 (78%).

While only 18% of all consumers overall have any interest in buying the iPad, 27% of those younger consumers and 24% of Apple owners say they are either extremely or very interested. But they do think it's overpriced: 57% of younger consumers and 43% of Apple owners think it costs too much.

"The most interested potential iPad customers see it primarily as a music device, or for its internet access capabilities," Stephen Baker, VP at the Port Washington, N.Y.-based company, says in a release.

"Considering what people are planning to use the iPad for, it's not hard to understand why people who have these capabilities on other devices, such as the iPod Touch or a notebook/netbook, may not want to spend $500 or more on a similar device. This points to the need for Apple to close the content deals that focus the iPad on what is likely to be its best long-range value proposition around high-quality media consumption."--Sarah Mahoney