In addition, consumers' attitude in the US was quite different from that in the UK. Clive Sinclair told "Informatics" magazine in June 1981 that "our competitors thought that consumers didn't want to learn programming. We Research think they failed because of this and because of price." Timex evidently shared this belief but events proved it to be a false assumption. The TS1000/ZX81's price advantage was erased when its main rivals – the Texas Instruments TI99/4A and the Commodore VIC 20 – had their prices cut to below the all-important $100 mark. Competitors such as Apple, Atari, Commodore and Texas Instruments promoted their machines as being for business or entertainment rather than education, highlighting the value of computers with ready-made applications and more advanced features such as graphics, colour and sound.