Apple USA Reduces Prices of Many Popular Apple Desktop, Portable and Server
Computers 

Rolls Out Rebate Promotion on Macintosh Performa Family of Computers

CAMPBELL, California -- July 12, 1993--Following through on Apple's
strategy to accelerate sales momentum for many of its most popular
computer products, Apple Computer, Inc. today announced price reductions
on many of its desktop, portable and server computers and also launched a
rebate promotion on the Performa line in the United States.

Effective immediately, the U.S. suggested retail prices (SRPs) of the
Macintosh Quadra 950 systems have been reduced up to 29%, the Apple
Workgroup Server 95 computers have been reduced up to 20%, and the
award-winning family of PowerBook notebook computers have been reduced
from 7% to 34%.

In addition, Apple kicked-off the "Performa Payback" rebate promotion,
offering customers savings on the Macintosh Performa line of personal
computers and select printers. The promotion, which offers $100 to $200
rebates on selected products, will be in effect from July 11 through
September 20, 1993, a key back-to-school buying season for consumers.

"The price reductions, and the Performa rebates, are part of our overall
company strategy to take aggressive actions in order to increase our
market share." said Bob Puette, president of Apple USA. "The new prices
and rebate promotions make it an excellent time to buy an Apple
computer."

"With these actions, we are making some of our most popular products more
competitive," Puette said. "Apple's all-in-one PowerBook has the
distinction of being among the world's most acclaimed product designs. The
Macintosh Quadra 950 is Apple's most flexible and expandable high
performance product offering, while the Apple Workgroup Server 95 is the
flagship of Apple's server family, designed to provide leading
price/performance and significantly lower cost-of-ownership."

Today's announcement follows Apple's June 14, 1993 aggressive U.S. price
reductions on selected Apple computers and peripherals, and a rebate
promotion offering rebates of $50 to $350 on the purchase of certain
Macintosh desktop, portable and peripheral products. The "On-the-spot.
On-target solutions" rebate promotion remains in effect through September
30, 1993.

Customers can obtain more information about Apple products and promotional
terms and conditions by calling the Apple Customer Assistance Center at
1-800-776-2333. For the location of an Apple reseller or retailer, call
1-800-538-9696.

Headquartered in Cupertino, Calif., Apple Computer, Inc. (NASDAQ: AAPL)
develops, manufactures and markets computer systems for use in business,
education, the home, science, engineering, and government. A recognized
pioneer and innovator in the personal computer industry, Apple does
business in more than 120 countries. Apple's Macintosh computers and
LaserWriter printers were ranked highest in user satisfaction among
business users in recent studies by J.D. Power and Associates.

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

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