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APPLE COMPUTER, BBDO/LA ASK 'WHAT'S ON YOUR POWERBOOK?'; NEW TV CAMPAIGN HIGHLIGHTS THE POWERBOOK'S UNIVERSAL APPEAL

 LOS ANGELES, Aug. 4 /PRNewswire/ -- Apple Computer Inc. (NASDAQ-NMS: AAPL) will debut this week a series of 12, 30-second television spots for its highly successful PowerBook computer. The new campaign, created by BBDO Los Angeles and directed by Joe Pytka, showcases the PowerBook's versatility and ubiquitous appeal as well as BBDO's award-winning ability to humanize high technology.
 The ads were designed to appeal to a broad spectrum of viewers, making the campaign especially practical for today's segmented TV environment. Each quick-cut TV spot features one person answering the question, "What's on your PowerBook?" From the caterer who runs her own business singlehanded, to the director of operations who is also a stand-up comic, to the teacher, to the jazz musician and the Haiku poet, the characters in the spots demonstrate how the PowerBook is used by many different types of people for many different things. The ads highlight the PowerBook's exceptional versatility -- from personal record keeping to managing a business. All of the spots end with the tag, "What's on Your PowerBook is You."
 "The new campaign builds on the success of last year's award-winning ads," said Jim Ward, BBDO's senior vice president and Apple's worldwide account director. "We're evolving that introductory effort to reach a broader audience and convey that the PowerBook is the most personal of notebook computers -- hence the tag line, 'What's on Your PowerBook is You.'"
 Ian Diery, executive vice president of Apple's personal computing division, launched the campaign with a sneak preview of three of the ads during his keynote address at MacWorld Expo in Boston Tuesday morning. He noted, "These ads were inspired by individuals who see the value of a powerful solution, and how the PowerBook has become an indispensable tool for solving daily, mission critical concerns."
 The TV spots will run during national business, sports, late night and morning show programming. The campaign kicks off Aug. 7 and 8 on Cable News Network with ads running periodically from 6 a.m. to midnight.
 Like the TV spots, the complementary print campaign, which broke in July, gives further insight into the PowerBook's diverse utility with more answers to the question, "What's on Your PowerBook?" The ads show two contrasting individuals while the body copy reveals the contents of each person's PowerBook. The print campaign will continue to appear in a wide variety of consumer publications as well as newspapers.
 Carl Gustin, Apple's vice president of worldwide communications and marketing support added, "These new PowerBook spots mark the beginning of an aggressive 12 month advertising and promotional effort for Apple. It will be hard to avoid seeing, reading or hearing about the value and competitive advantages of our products in the months ahead."
 Since their introduction, PowerBook computers have generated over $1 billion in revenue for Apple. The PowerBook has made "Product of the Year" lists in Business Week, Fortune, and Time; and Apple has received major awards for the PowerBook from experts as diverse as computer magazine editors and international design professionals. In addition, PowerBook campaigns from BBDO have garnered numerous advertising industry awards including the rare honor of receiving the Belding Sweepstakes award and the Grand EFFIE in the same year.
 Credits:
 Apple Computer Inc.
 Director of Advertising -- Michael Markman
 Advertising Manager, Apple Worldwide -- Ann Winkler
 Senior Director, Worldwide Communications -- Barbara Krause
 V.P., Worldwide Communications and Marketing Support -- Carl Gustin
 BBDO Los Angeles
 Chairman & CEO -- Steve Hayden
 Creative Director/Writer -- Chris Wall
 Creative Director/Art Director -- Susan Westre
 Executive Producer -- Barbara Mullins, Director of TV Prod,/BBDO
 North Amer.
 Senior VP, Worldwide Account Director -- Jim Ward
 Account Supervisor -- Eric Koivisto
 Production: Pytka Productions, Venice, CA
 Director -- Joe Pytka
 Executive Producer -- Vincent Joliet
 Post Production: Pytka Productions, Venice, CA
 Editor -- Adam Liebowitz
 BBDO/LA is located at 10960 Wilshire Blvd., Los Angeles, CA 90024; 310-444-4500.
 Headquartered in Cupertino, Calif., Apple Computer Inc. 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.
 NOTE: Apple, the Apple logo, and Macintosh are registered trademarks; PowerBook is a trademark of Apple Computer Inc.
 -0- 8/4/93
 /CONTACT: Kate Paisley of Apple Computer, 408-974-5453; or David Shaw or Tish Kelly of Shaw/Spelling, 310-458-2011, for Apple Computer/
 (AAPL)


CO: Apple Computer Inc.; BBDO/LA ST: California IN: CPR ADV SU:

TM -- SJ004 -- 9475 08/04/93 15:22 EDT
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Date:Aug 4, 1993
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