the American products. New Scientist stated in 1977 that "the price of an American kit in dollars rapidly translates into the same figure in pounds sterling by the time it has reached the shores of Britain". Off-the-shelf personal computers were also available for the high end of the market but were extremely expensive; Olivetti's offering cost £2,000, and the Commodore PET, launched in 1979, sold for £700. There was nothing for the hobbyist at the low end of the market. Sinclair realised that this provided a useful commercial opportunity. Sinclair's first home computer was the MK14, which was launched in kit form in June 1978. It was a long way from being a mass-market product. Its very name – MK standing for "Microcomputer Kit" – was indicative of its origins as a product developed by, and for, hobbyists. It had no screen but instead used an LED segment display (though Science of Cambridge did produce an add-on module allowing it to be hooked up to a UHF TV); it had no case, consisting of an exposed circuit board; it had no built-in storage capabilities and only 256 bytes of memory; and input was via a 20-key hexadecimal keyboard. Despite the limitations of the machine it sold a respectable 10–15,000 units; by comparison, the much more expensive Apple II had only sold 9,000 units in the United States, a much bigger market, in 1978. This success convinced Clive Sinclair that there was an untapped market for low-cost computers that could profitably be exploited. Sinclair followed up the MK14 by producing the ZX80, at the time the world's smallest and cheapest computer, which was launched in January 1980 costing £99.95 (equivalent to £390 at 2021 prices.) The company conducted no market research whatsoever prior to the launch of the ZX80; according to Clive Sinclair, he "simply had a hunch" that the general public was sufficiently interested to make such a project feasible and went ahead with ordering 100,000 sets of parts so that he could launch at high volume. The ZX80's design introduced many key features that were carried over to the ZX81; as Sinclair himself later said, "the ZX80 was very much a stepping stone to the ZX81". The design was driven entirely by the desired price – the machine had to cost less than £100 but still make a healthy profit. Its distinctive wedge-shaped white case concealing the circuitry and