APPLE COMPUTER ANNOUNCES WORLDWIDE FORAY INTO ENTERTAINMENT INDUSTRY

European Entertainment Industry & New Media Marketing Organisation Unveiled
at Cannes Film Festival

CANNES, France ---May 19, 1995--- Extending its leadership and presence in
the multimedia arena, Apple Computer, Inc. today announced here at the
Cannes Film Festival '95, the creation of a worldwide organisation that
focusses on the growing business opportunities in the entertainment
industry. Called the Apple Entertainment Industry & New Media Division,
the new organisation targets the entertainment industry as a new market
for media integration and creativity solutions which take advantage of
Apple's New Media technologies. The division's broadened charter into the
entertainment industry is expected to extend Apple's overall multimedia
leadership already established in the consumer, education and business
markets. According to Dataquest, a computer industry research firm, Apple
is the number one multimedia vendor worldwide. Nearly 63 percent of the
respondents in a Dataquest survey prefer the Macintosh platform versus IBM
and compatibles when developing multimedia software on personal
computers.

"As one of the world's premier entertainment events, the Cannes Film
Festival represents an ideal venue for Apple Computer to announce its
commitment to the entertainment industry and its key players," said Satjiv
S. Chahil, vice president and general manager of the Apple Entertainment
Industry & New Media Division. "The merging of Apple's New Media
technology and the creative talents of entertainment experts in attendance
here is a winning combination for all of us."

Apple's support of the entertainment industry is also being publicized
through a new taxi-top billboard campaign. During the 11-day festival,
taxis in the Cannes area are sporting billboards proclaiming, "Apple: The
Partner of the Film Industry."

The announcement of Apple's commitment to the entertainment industry comes
on the heels of the Apple New Media Forum: World Tour '95 which took place
in Cannes just two weeks prior to the Film Festival. During the two-day
forum, a diverse audience of experienced multimedia developers, creative
professionals, interactive musicians and business executives converged to
exchange ideas and learn about the power and promise of new media.

The Cannes event kicked-off The Apple New Media Forum: World Tour '95 which
now travels to Los Angeles, California on June 5-6 and New York City on
June 14-15. The Forum is also scheduled to visit Tokyo, Japan in the Fall
1995.

APPLE EUROPEAN ENTERTAINMENT INDUSTRY & NEW MEDIA MARKETING ORGANISATION
TAKES SHAPE

Apple also announced the European Entertainment Industry & New Media (EI &
NM) Marketing Organisation which will be headed by David Roman, director
of Entertainment Industry & New Media Marketing for Apple Computer Europe.
Reporting into him will be EI & NM market development managers Jim Cook
and CJ Maupin as well as a team of product and program experts throughout
Europe who will focus on New Media growth opportunities in all market
segments in addition to the entertainment industry.

The Entertainment Industry & New Media Marketing organisations of Apple USA
and Apple Pacific are expected to be announced in the future at regional
venues.

Apple defines "New Media" as the products, technologies, tools and
solutions which enable customers to use Apple products to create, deliver
and experience multimedia content from a full range of sources including
CD-ROMs, the Internet, Interactive TV and multimedia players, etc.

Apple Computer Inc
1 Infinite Loop
Cupertino, CA 95014
408-996-1010

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