According to studies by Golder & Tellis the price of a product at "takeoff" was usually: According to studies by Golder & Tellis the price of a product at "takeoff" was usually: 63% of its price at launch - meaning prices came down, thus spurring adoption. 50% higher than its price at launch - meaning its higher price led to more profit. The same as price at launch meaning consumer finally discovered the product and it reached mass market adoption. None of the above