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APPLE OUTLINES STRONG MACINTOSH FUTURE WITH DISCLOSURE OF NEW SYSTEM 7 TECHNOLOGIES AND AGGRESSIVE BUSINESS PLAN

 APPLE OUTLINES STRONG MACINTOSH FUTURE WITH DISCLOSURE OF
 NEW SYSTEM 7 TECHNOLOGIES AND AGGRESSIVE BUSINESS PLAN
 NAPA, Calif., March 3 /PRNewswire/ -- Apple Computer Inc. (NASDAQ: AAPL) today described and demonstrated a sweeping range of new Macintosh system computer software technology that the company believes will extend its successful market share strategy well into the nineties. Speaking with a group of computer industry analysts and press, Apple also outlined an aggressive business strategy to make its Macintosh system software technology more widely and easily available to its customers.
 "To keep growing Apple's Macintosh computer market share today and in the future, superior technology must be coupled with a keen business strategy," said Roger Heinen, general manager and vice president of the Macintosh Software Architecture division. "We have dramatically accelerated the delivery of new system software technologies building on System 7. As these new technologies become products, they will be offered to customers through a number of broad, new distribution programs. The Software division at Apple continues to be a key strategic advantage for the company." New Technologies
 The company detailed a broad array of new system software technologies, which will serve as foundational enhancements to the current core Macintosh operating system. Expected throughout the next two years, these new technologies will extend the Macintosh computer's lead in ease-of-use, graphics and networking, and build new leadership opportunities for the company and its developers in customization and collaboration.
 Building on the strong foundation of System 7, Apple will refine and extend its software technology to apply it to many new uses. Future versions may evolve to allow for new user interfaces such as pen input or speech recognition, and other developments will capitalize on the customer demand for smaller, lighter products that are highly mobile. Apple also said it intends to offer true world- ready software for customers from the many different countries it serves.
 Some of the specific technologies Apple disclosed at the conference include the following:
 -- Open Collaboration Environment (O.C.E.): O.C.E. brings collaborative computing to Macintosh users and fosters the development of applications that support user interaction. O.C.E. is a suite of programming interfaces, foundation services, servers and user-level capabilities that extend and complement the InterApplication Communication (IAC) architecture of System 7. O.C.E. will include messaging, mail, directory, authentication, privacy and digital signature services designed to permit easy third-party incorporation of existing and emerging messaging and directory technologies.
 -- Scripting: Apple demonstrated an open scripting environment that will allow users to automate and customize their Macintosh -- extending ease of use beyond the interactive approach. The scripting architecture will give customers a choice of scripting tools that will work across different "off-the-shelf" software products.
 -- Imaging: Apple is expanding the capabilities of its powerful graphics architecture to position itself for emerging opportunities in affordable color publishing and worldwide text layout. In addition to incremental improvements in the existing QuickDraw graphics architecture, Apple disclosed plans for a new imaging model.
 -- Multimedia: QuickTime enables the seamless integration of dynamic data such as sound, video, and animation into mainstream applications. Apple will continue to enhance the QuickTime architecture, providing a foundation for the creation of new categories of applications such as videoconferencing, media servers, scriptable movies, and professional video editing.
 -- RISC: Apple will migrate the Macintosh operating system to future PowerPC RISC hardware platforms over the next two years. These RISC systems will be offered along with current Macintosh systems based on Motorola's 68000 architecture. Future versions of System 7 designed to exploit the performance of RISC will open up new applications opportunities such as speech input and output, improved telephony capabilities such as fax and modems, and 3D graphics manipulation. New Business Model Apple has set three main goals for its software business strategy: 1) give customers more choices by offering a modular approach to software delivery. 2) reach more users by making software technology readily available through broader software distribution channels. 3) build stronger awareness through heavy marketing investment including advertising, direct mail and co-marketing with software developers in new channels.
 In addition, Apple is making selected Macintosh technology broadly available to the industry for easier "cross-development" on both Macintosh and competing systems. According to Heinen, "Apple is on the offensive -- we want our Macintosh technology to continue setting the trends for future personal computer development."
 -0- 3/3/92
 NOTE: Apple, the Apple logo and Macintosh are registered trademarks of Apple Computer Inc.
 System 7, QuickTime and QuickDraw are trademarks of Apple Computer Inc.
 /CONTACT: Brooke Cohan, 408-974-3019; or Patty Tulloch, 408-974-5449, both of Apple Computer Inc./
 (AAPL) CO: Apple Computer, Inc. ST: California IN: CPR SU:


DG -- SJ001 -- 4308 03/03/92 08:15 EST
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No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Mar 3, 1992
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