As the new decade began, the price of computer hardware was dropping and Tramiel saw an emerging market for low-price computers that could be sold at retail stores to relative novices rather than professionals or people with an electronics or programming background. Radio Shack had been achieving considerable success with the TRS-80 Model I, a relatively low-cost machine that was widely sold to novices and in 1980 released the Color Computer, which was aimed at the home and educational markets, used ROM cartridges for software, and connected to a TV set.