Apple Accelerates Marketshare Strategy, Rolls Out Competitively Priced
Macintosh Models

Streamlined Product Lines and Performance Improvements are Part of Fall
Offering

CUPERTINO, California--October 21, 1993 -- Apple Computer, Inc. today
announced a host of new Macintosh computer models that cost less, while
delivering increased functionality and greater value to home, education
and business users. Prices for new models are expected to start at $969.

"This introduction sends a clear message to the marketplace: we have
smashed the price barrier long associated with Apple products", said Ian
Diery, executive vice president of Apple's Personal Computer Division.
"Today one of the last remaining obstacles to greater Macintosh acceptance
price competitiveness - tumbles down. As proven by our year-end results
there is growing momentum behind the Macintosh platform. These
announcements reinforce Apple's steadfast commitment to expanding market
share even further."

Along with seven new personal computers for home, education and business
-including entry-level systems which make the power of the Motorola 68040
microprocessor more accessible and affordable- and two new printers, Apple
announced performance improvements on two existing mid-range models and
took action to streamline its product lines to simplify purchase decision
making. Apple also unveiled a new pricing structure - ApplePrice - and an
advertising campaign to support new products and underscore its commitment
to price competitiveness.

Performa - Three New Offerings 

A range of new Performa products were introduced today with prices for the
line expected to start at $999. New models include:

The Performa 460 series, based on a Motorola 68030 microprocessor running
at 33MHz. The Performa 470 series, based on a Motorola 68040
microprocessor running at 25MHz . The Performa 550, which is an all-in-one
design featuring built-in CD-ROM, microphone, stereo sound and a Sony
Trinitron color monitor, comes with a variety of CD titles.

Now celebrating its first year on the market the Performa line has been
successful in attracting first time computer buyers through the retail
channel. Designed to fit the needs of people working and learning at home,
the Performa line features all-in-one box computing solutions including
software and hardware chosen specifically with home users in mind. All
Performa prices include a keyboard, color monitor, 12-17 software titles
and a fax/modem. In the U.S., Performa is available at more than 5000
retail outlets nationwide.

LC - New 040-based model for Education 

Today's addition of the LC 475 adds the robust performance of the Motorola
68040 microprocessor to one of the best-selling product lines in the
industry. The LC line, one of the industry's most popular personal
computers lines and the workhorse computer for the education market, fits
the need for high-performance but very competitively-priced products. For
qualified education institutions the price of the LC 475 (including
keyboard and mouse) will range from $1082.

Quadra - 605, 610 and 650 join the business line 

With the Quadra 605, a 25MHz LC040-based model, business customers will
find choices in the Quadra line designed to meet their needs. Prices are
expected to start at $969. Formerly part of the Centris line, the 610 and
650 models have been revamped for increased performance. The 610 features
a 25MHz 68040 microprocessor, built-in Ethernet and an optional built-in
CD ROM drive. The 650, a 33MHz 68040 based system is very expandable,
having three Nubus slots and an optional CD-ROM drive. With the Quadra and
Centris lines now consolidated under the Quadra brand name Apple offers
business and professional customers a range of products that combine
competitive pricing, high performance and advanced features and correspond
to the broad needs of today's corporate and professional marketplace.

PowerBook - Active Matrix Duo 250 and 270c 

Apple today became the first computer notebook vendor to introduce 16-bit
color and the first to produce an active matrix notebook computer weighing
less than 5lbs. Another plus for the new PowerBook Duos is a 50% increase
in battery life. The PowerBook Duo 250 is a 4.2 Ib active matrix grayscale
notebook with battery life of up to 6 hours. The PowerBook Duo 270c, a
color active matrix notebook is capable of displaying thousands of colors
and has a battery life of up to 4-hours. It weighs 4.8 Lbs.

LaserWriters - new Select 360 and Pro 810 

Two new LaserWriters also hit the dual goals of aggressive pricing and
customer satisfaction. The LaserWriter Select 360 is positioned to be a
price leader in its class. Offering the ability to connect to both
Macintosh and DOS/Windows networks, it is ideal for small workgroups.
Larger workgroups will appreciate the features of the LaserWriter Pro 810
which has the advantage of connecting simultaneously to four network
environments and offers up to 64 virtual printing possibilities. Both
printers support PostScript Fax options for plain paper, high quality
network fax capability.

The LaserWriter Select 360 is a 10 page per minute, 600 dots per inch (dpi)
printer with the ability to connect to both Mac and DOS/Windows
environments. The LaserWriter Pro 810 is a 20 page per minute printer
capable of printing at up to 800 dpi. Compatible with Macintosh, DEC,
Novell and Unix environments, it provides simultaneous printing for IPX,
TCP/IP, AppleTalk and Digital LAT protocols via the built-in Ethernet
interface.

Simpler Product Lines 

With this introduction, Apple moves to consolidate its business and
professional products by folding in the Centris line under the umbrella of
one brand name - Quadra.

"We are responding to customer requests for a more simplified product line
to choose from," said Diery. "With this introduction, Apple offers
business and professional customers a single identifiable business brand
with a range of products that combine aggressive pricing, high-performance
and advanced features. Within the line are a variety of products that
correspond to the broad needs of today's corporate and professional
marketplace.

In addition, in the U.S., Apple plans to focus its four product lines by
markets and channels of distribution: the Performa line for people working
and learning at home, the LC line for education, the Quadra line for
business and professional users, and the award-winning PowerBook line of
notebooks to meet the needs of mobile professionals.

New Pricing 

The Apple USA division of Apple Computer today announced it is eliminating
the use of the term Suggested Retail Price (SRP) in product announcements,
price lists and advertising. This is consistent with an industry-wide
trend to replace SRPs with more representative price comparisons. Apple is
replacing SRP with ApplePrice. ApplePrice is the price at which Apple
intends to sell its products to customers who are purchasing as few as one
unit from one of Apple's direct sales programs, such as the Apple Catalog.
ApplePrice is expected to fall within the general range of prices offered
by Apple's Resellers.

New Advertising Campaign 

Concurrent with its product announcement, Apple kicked-off an advertising
campaign driving home its commitment to price competitiveness. Under the
banner of "Macintosh. It does more. It costs less. It's that simple." a
series of TV, print and radio spots draw attention not alone to price but
to the Macintosh's comparative advantages regarding ease of use,
intelligent integration of hardware and software and ease of set-up.

Energy Star 

All three new desktop products - Performa 470 series, LC 475, Quadra 605,
both of the new PowerBook Duos, and the LaserWriter Select 360, qualify
for the EPA's Energy Star logo.

Pricing and Availability 

In the U.S. all desktop and PowerBook products are immediately available.
Both printers are expected to be available early November and the Performa
550 is expected to be available mid November. For further information,
customers in the United States should call the Apple Referral Center at
(800) 538-9696. Pricing and availability may vary by country. Prices
quoted below are ApplePrice. Apple Price will fall within the general
range of street prices offered by our resellers.

M o d e l             ApplePrice
---------          -------------------
Performa

460 series         From $1299 to $1499
470 series         From  1599 to  1799
550                From  1949 to  2049

Quadra

605                From $ 969 to $1269
610                From  1439 to  2159
650                From  2399 to  3339

PowerBook Duo

250                From $2599 to $3099
270c               From  3099 to  3619

Apple Printers

LaserWriter Select 360    $1599
LaserWriter Pro 810       $4899

Headquartered in Cupertino, Calif., Apple Computer, Inc. (NASDAQ: AAPL)
develops, manufactures and markets computer, server and personal
interactive electronic 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 Computer Inc, 20525 Mariana Ave, Cupertino, CA 95014
408-996-1010

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