Here's further proof that the market for e-readers is splitting in two -- with companies such as Amazon and Barnes & Noble dropping prices to reach cost-conscious consumers and others (namely Apple) heading for the high ground.
Apple said Tuesday that it had sold three million iPads in just 80 days -- a symbolic time frame for anyone fond of Jules Verne and the intrepid Phileas Fogg. Of course, Apple's tablet computer is much more than an e-reader, and its price -- $499 and up -- reflects that.
Meanwhile, in the latest price break for low-end e-readers, Borders is sweetening the purchase of its $149.99 Kobo with this package: a $20 gift card and double Borders Bucks that can be used for a future purchase. (Borders is also taking orders for the Libre e-reader, which sells for $119.99.)
In a news release, Borders said, "According to consumer research conducted by the Boston Consulting Group, high prices continue to be a barrier to eReader adoption, despite significant interest in purchasing over the next few years. The same research has identified the consumer sweet spot for eReader cost between $100 and $150."
What's your sweet spot?