Apple Specialists Expect New Intel-Based Macs to Bring More Business Users to the Platform; Network of Apple Dealers Poised to Help Companies Make the Switch to Macs.

BOSTON -- A network of Apple Specialist dealers meeting in Boston at the Macworld Conference and Expo this week are eager to help new Macintosh users understand the "brave new world" of Apple as old rules fall away and new paradigms are created in the world of personal computing.

"After speaking with hundreds of clients over the past few weeks the consensus among our members is that there is strong evidence that Apple is being welcomed more into the business mainstream than ever before," said Kevin Langdon, executive director of the Apple Specialist Marketing Co-op, which represents the Apple Specialist channel of 160 independent dealers with 300 locations throughout the U.S., "and the announcement of the forthcoming Intel-based Macs is helping fuel this new acceptance.

"Our job as Apple Specialists is to help our clients maximize their productivity by harnessing the Macintosh' power and legendary ease of use for business users in the corporate world, not just their graphic departments. We are focusing the presentations in our booth here at Macworld on building better workflows and showcasing compelling business solutions using Apple technology."

Macintosh computers have long been the mainstay of graphic designers and other creative professionals, but have been eclipsed in other aspects of business computing by Microsoft, despite the fact that Walt Mossberg has called today's PowerPC Macs the "best consumer computers on the market" and declared Apple's Tiger 10.4 operating system as the "best and most advanced personal computer operating system on the planet."

Langdon believes that Apple's growing market share, combined with PC users' frustration with viruses, spyware and other system limitations, will eventually lead to a widespread crossover to the Mac platform by business and commercial clients. Those businesses will need experts to help them plan and implement the new platform.

"Small business owners looking for a powerful, fast and secure way to run their businesses should look to Apple Specialists to guide them through the transition," Langdon said. Apple Specialists are independent Apple dealers and Service Providers who meet Apple's highest standards for product knowledge, technical expertise and certifications. "We're not 'box pushers' -- we're solution experts. Apple Specialists run their own businesses on the Mac platform and know exactly what a business owner needs to run their business efficiently and smoothly."

Langdon points out that Apple Specialists are located all over the country, in more than 300 locations. To contact an Apple Specialist near you visit www.applespecialist.com.

The Apple Specialist Marketing Co-op is an association of Apple Specialist Dealers and Service Providers from across the U.S. ASMC was formed in January 2004 to raise awareness of the value that independent Apple Specialists dealers bring to their communities. ASMC provides advertising, marketing and promotional opportunities for its members, as well as a wide range of training and business improvement activities each year. For more information on Apple Specialists visit www.applespecialist.com.