APPLE COMPUTER EUROPE ANNOUNCES NEW EUROPEAN CUSTOMER SUPPORT
INFRASTRUCTURE

NEW CUSTOMERS TO RECEIVE 90 DAYS OF FREE SUPPORT

Apple Computer Europe announced in Paris, 12 September, 1994--  the launch
of Apple Assistance, a new European customer support platform that will
offer customers enhanced assistance and support, including 90 days of free
telephone help for all new customers in countries where the service is
implemented. Apple Assistance,  part of Apple Computer's worldwide
initiative aimed at improving customer support,  is an umbrella concept
under which Apple will introduce various support options and services over
time.  It is being introduced first in France, the United Kingdom, and
Apple's Nordic and German-speaking regions, with plans to expand to other
European countries over the coming year.

With Apple Assistance, Apple is implementing a pan-European support
infrastructure that uses sophisticated telecommunications capabilities and
makes it possible for customers to have access, from all over Europe, to
Apple's very large database of in-depth technical and product information
and to be assured of a high level of very personalized support.

The infrastructure allows Apple to create a "virtual" call center across
Europe that can tap into expertise in various locations in Europe and the
US.  The system makes it possible to pool know-how and share information
so that it can be leveraged for the benefit of Apple customers in multiple
locations.  At launch, the system includes call centers in  France and 
the U.K., both staffed by pple-trained support personnel.

On October 1st, Apples Nordic and German-speaking regions will introduce
single customer support centers for their respective regions.  The centers
will offer most of the same services as the centers in the UK and France,
with plans to integrate them into the "virtual" call center in the coming
year.

The Apple Assistance call centers complement Apple's existing reseller
network, which will continue to provide the same high level of support and
service as before, including training, multiplatform, connectivity and
third-party product support.

"Apple has built a reputation for ease of use, reliability and customer
satisfaction," said Michel Hanaut, Apple's European Customer Service and
Support Director.  "As evidenced by recent J.D. Power & Associates
surveys, customer support is becoming an increasingly important part of
the customer satisfaction equation. With Apple Assistance, we are aiming
for even greater customer satisfaction by providing  broader and more
comprehensive support options, increased convenience and faster turnaround
for our customers.  The virtual European network we are creating means
that wherever you are, you'll have  access to the best expertise, and
you'll be supported by your center by people who speak your language."

Apple Assistance debuts in France, UK, Nordic and German-speaking regions

90 days of free support for all new customers

Now operational in France and the United Kingdom, and to be introduced on
October 1st in Apples Nordic and German-speaking regions, Apple Assistance
begins with the purchase of a new Macintosh personal computer.  New
customers are offered 90 days of free telephone support for Apple hardware
and software products, while existing customers may subscribe to the
telephone support or to an expanded support program for a fee.

Apple Assistance call centers in France and the UK are each currently
staffed by 25-30 individuals providing customer support  from 8:00 am to
8:00 pm. Assistance is also available 24 hours a day, seven days a week
via a fax-on-demand system.  The call centers are designed to be scalable
and can be quickly expanded to deal with increased customer demand.

Once the customer registers with Apple Assistance (by sending in the
registration form found in the box with every major Apple product or by
calling the center), the customer receives a personal identification
number which is used to rapidly access the appropriate support group, and
to create a dedicated support history. This information is automatically
presented to the Apple Assistance center support staff responding to the
customer inquiry, even if the customer is calling from outside his or her
country of residence.

In France the UK, and the Nordic and German-speaking regions, the Apple
assistance program offers the following:

-- Telephone assistance (Free for the first 90 days to new customers) :
Apple customers can obtain assistance to help them get "up and running" on
all Apple hardware and software products and on certain key third-party
software products.  (For Newton MessagePad, there is a separate, dedicated
helpline.) Assistance includes information on installation, general
start-up assistance, troubleshooting, configuration, compatibility and
third-party support referral. Any Apple customer may subscribe to the
service for a fee that can cover telephone assistance alone, or a
specifically tailored support solution that includes additional services
offered in conjunction with Apple resellers and partners.

-- Customer information services (free): These services provide customers
with commercial and technical information about existing Apple products
(either by fax, e-mail or directly by Apple Assistance agents).

Depending upon the country, Apple is also offering customers additional
local services such as information and support via a Minitel server
(France), and quarterly newsletters that inform customers of new products,
special promotions and Apple events.   Apple Assistance has been designed
so that further enhancements and support options may be introduced over
time.

To contact Apple Assistance, customers should call the following numbers:

   In France:   (33) (1) 69 29 29 29
   In the U.K.: (44) (0) 753 615 999
   In Germany:  (49) (0) 89 996 40 333
   In Austria:  (43) (222) 712 0114

Apple Computer Inc
20525 Mariana Ave
Cupertino, CA 95014
408-996-1010

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