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APPLE USA REDUCES PRICES ON MANY POPULAR MACINTOSH PERSONAL COMPUTERS; ADDS NEW POWERBOOK 100 MODELS

APPLE USA REDUCES PRICES ON MANY POPULAR MACINTOSH PERSONAL COMPUTERS;
 ADDS NEW POWERBOOK 100 MODELS
 CUPERTINO, Calif., Feb. 4 /PRNewswire/ -- Apple Computer, Inc. (NASDAQ: AAPL) announced today that it will decrease prices in the United States on many models of its most popular Apple Macintosh personal computers. The reductions in suggested retail prices (SRP) allow the company to continue the momentum of its aggressive market share strategy.
 The reductions in SRP, which are effective immediately, cover most of the Macintosh product family with the exception of the Macintosh Quadra line and the Macintosh PowerBook 140 and 170 models. Apple USA adjusted prices on configurations of the Macintosh Classic, Macintosh Classic II, Macintosh LC, Macintosh IIsi, Macintosh IIci, and Macintosh IIfx personal computers as well as some Macintosh PowerBook 100 models.
 The price reductions come at the conclusion of Apple USA's successful reseller promotion -- the "Right Now Rebate."
 "The response from customers to the 'Right Now Rebate' was positive," said Robert Puette, president of Apple USA. "These reductions build on the momentum established during the promotion. We're now in an excellent position to offer our customers the superior benefits of Macintosh computers at very aggressive prices," said Puette.
 The price actions are part of the company's strategy to continue gaining market share. Under this strategy, Apple increased Macintosh unit shipments by more than 60 percent overall last year and increased net sales by 14 percent. "Apple is staying on the offensive. Our mission is to attract more customers to Apple and to maintain a strong position in a highly competitive market," said Puette.
 Puette pointed out that while Apple is announcing reductions in the SRP's, it is difficult to calculate what effect this action will have on retail prices. Customers may not see a corresponding reduction in their purchase price because dealer acquisition costs have been adjusted as part of a new dealer discount program Apple announced last Fall.
 With today's price changes, the Macintosh PowerBook 100 computer continues to be the smallest, lightest and most affordable member of the PowerBook line of notebook computers. The SRP reduction further enhances the PowerBook 100 computer's price/performance appeal.
 The reductions also establish more affordable pricing levels for the entire Macintosh II family, which features systems that combine high performance with flexible expansion options. Prices for all models of the Macintosh IIsi, Macintosh IIci, and Macintosh IIfx were changed. Apple's most popular entry-level systems -- the Macintosh Classic, Classic II, and Macintosh LC -- have had their SRP reduced by an average of 15 percent. The adjustments are consistent with Apple's strategy of reducing the price of Macintosh computing. The Macintosh Classic models offer customers a unique, all-in-one-design while the Macintosh LC models are the company's lowest cost colorm $599 to $399. The StyleWriter, which offers laser quality printing, is the perfect companion to Apple systems such as the Classic, Classic II and LC. Apple expects that the combination of the lower price with recently announced software upgrades (that improved the StyleWriter printer's printing speed by up to three times and doubled the number of standard fonts) to be an attractive solution for many customers.
 New Models of the Macintosh PowerBook 100 Added
 Apple USA also announced two new, more powerful and flexible configurations of the PowerBook 100. These new models come standard with 4MB of RAM and a 40MB internal hard disk drive. The addition of more RAM memory and hard disk space is a response to customers who have asked for more options for the lightest, least expensive PowerBook. Suggested retail prices of the new PowerBook 100 4/40 configurations start at $2,399.
 Apple USA also announced plans to offer a hard disk upgrade program for current Macintosh PowerBook 100 owners. Upgrades are expected to be available starting in April for customers who want to exchange their 20MB hard disk drives for the new 40MB hard disk drive. Complete details of the upgrade program will be announced within the next 30 days. Customers outside the US should check with their local resellers.
 Pricing & Configurations(A)
 The new U.S. pricing structure is effective immediately. (Pricing and configurations may vary outside the United States.) Current and previous manufacturer's suggested retail prices for Macintosh computers and StyleWriter printers are:
 Previous New Percent
 SRP SRP $ Change change
 Macintosh IIfx (4MB/SD) $7,369 $5,099 - $2,270 -31.0
 Macintosh IIfx (4MB/80HD) $8,069 $5,799 - $2,700 -28.0
 Macintosh IIfx (4MB/160HD) $8,669 $6,399 - $2,270 -26.0
 Macintosh IIci (5/SD) $5,269 $3,299 - $1,970 -37.0
 Macintosh IIci (5MB/80HD) $5,969 $3,999 - $1,970 -33.0
 Macintosh IIci (5MB/160HD) $6,569 $4,599 - $1,970 -30.0
 Macintosh IIsi (3MB/40HD) $3,769 $2,499 - $1,270 -34.0
 Macintosh IIsi (5MB/80HD) $4,569 $2,999 - $700 -34.0
 Macintosh LC (4MB/40HD) $2,69 $1,699 - $950 -36.0
 Macintosh LC (4MB/80HD) $2,999 $2,049 - $950 -32.0
 Macintosh Classic (2MB/40HD) $1,499 $1,349 - $15 -10.0
 Macintosh Classic (4MB/40HD) $1,649 $1,499 - $150 - 9.0
 Macintosh Classic II (2MB/40HD) $1,899 $1,349 - $550 -29.0
 Macintosh Classic II (4MB/40HD) $2,049 $1,699 - $550 -27.0
 Macintosh Classic II (4MB/80HD) $2,399 $1,649 - $750 -31.0
 Macintosh PowerBook 100 (2MB/20HD) $2,299 $1,999 - $300 -13.0
 (without external floppy)
 Macintosh PowerBook 100 (2MB/20HD) $2,499 $2,199 - $300 -12.0
 (with external floppy)
 Macintosh PowerBook 100 (4MB/40HD) NEW $2,399
 (without external floppy)
 Macintosh PowerBook 100 (4MB/40HD) NEW $2,599
 (with external floppy)
 StyleWriter $599 $399 - $200 -33.0
 (A) -- Customers may not see a corresponding reduction in their purchase price due to changes in Apple's dealer discount program.
 Apple, the Apple logo, Macintosh, and StyleWriter are registered trademarks of Apple Computer, Inc.
 Macintosh Quadra and PowerBook are trademarks of Apple Computer, Inc. Classic is a registered trademark licensed to Apple Computer, Inc.
 -0- 2/4/92
 /CONTACT: Lisa Byrne, 408-862-5154, or Rob Fuggetta or Regis McKenna, 408-974-4290, all for Apple Computer/
 (AAPL) CO: Apple Computer, Inc. ST: California IN: CPR SU: PDT


TS -- NY011 -- 6501 02/04/92 08:16 EST
COPYRIGHT 1992 PR Newswire Association LLC
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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