Figures generated by Alphawise, Morgan Stanley’s internal research team indicate that, from the total iPad owners surveyed – about 44% would skip buying a notebook, another 24% would forgo MacBooks and 20% would not buy PCs. Further 17% of non-Apple users would abstain from buying a hand held video game system if they owned the iPad.

The data and reports produced by Alphawise suggested that, for people using Apple, notebooks and iPod touch were potentially most at risk. It further stated that for non-Apple users the products that could be jeopardized are e-readers and notebooks.

With the advent of the iPad, there is a direct threat to devices such as iPods, handheld video game systems, and Macbooks. Since the iPad also incorporates an e-reader application, thus the product poses a direct threat to Amazon. com’s Kindle and Barnes & Noble’s Nook devices.

The new report show results contrary to an earlier research note from Piper Jaffray analyst Gene Munste which suggested that with the launch of iPad, only a small portion of potential purchasers of iPhone or iPod Touch would be affected.

According to Apple Chief Operating Officer Tim Cook, the aggressive and competitive pricing of the iPad would help in establishing a dominant position of the product in the emerging PC market. He adds that, ’we want to capitalize on our first mover advantage as we’ve done in other products’.

Industry experts say that with the sale of more than 1 million of iPad units, there is a new trend emerging in the market.