Though not aimed at the budget buyer, the Olympus E-P1 is not overly expensive. It is pitched as a premium product and will undoubtedly attract attention due to its looks, but considering it costs £699 with the 14-42mm, it is nearly half the price of the Panasonic Lumix GH1, and just over £200 more than the Lumix G1. Though, in retro terms, it is a relative bargain when placed alongside the £3,000 Leica M8. Put on a broader comparison, it is £130 more than the Canon's G10 creative compact, and £100 cheaper than the Nikon D5000, based on recommended prices, though both of these can now be found on the high street much cheaper.
So, the Olympus E-P1 is not the cheapest option on the market but its unique looks and retro appeal will no doubt bring it a decent audience willing to pay the price. However, considering its current asking price it is unlikely to gain the mass-market sales of the original Olympus Pen.