Earlier today Goldman Sachs dished up a fairly dismal outlook for pretty much any tablet looking to take on the iPad.
But without any better ideas to turn to, Apple's rivals could do worse than look at the result of a new YouGov survey, which shows that the sweet spot that would entice most people to take the tablet plunge sits at £250.
Apple doesn't seem to be too worried of course, even though the cheapest iPad comes in at £399, well above that perfect price tag. Then again, it seems the normal rules don't seem to apply too much to Apple.
For everyone else, though, £250 is the price tag to aim at to stir the public's interest. And that's bad news for all those Android slates, which despite the downward trend in prices we've been seeing recently still aren't coming all that close to £250.
What might be worth noting for any tech firm looking to join an already crowded tablet market is that of the 4,271 people YouGov spoke to, just 13% said they were seriously considering buying a tablet in the first place.