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 CUPERTINO, Calif., Oct. 21 /PRNewswire/ -- Apple Computer Inc. (NASDAQ: AAPL) today announced a host of new Macintosh computer models that cost less, while delivering increased functionality and greater value to home, education and business users. Prices for new models are expected to start at $969.
 "This introduction sends a clear message to the marketplace: We have smashed the price barrier long associated with Apple products," said Ian Diery, executive vice president of Apple's Personal Computer Division. "Today one of the last remaining obstacles to greater Macintosh acceptance -- price competitiveness -- tumbles down. As proven by our year-end results there is growing momentum behind the Macintosh platform. These announcements reinforce Apple's steadfast commitment to expanding market share even further."
 Along with seven new personal computers for home, education and business -- including entry-level systems which make the power of the Motorola 68040 microprocessor more accessible and affordable -- and two new printers, Apple announced performance improvements on two existing mid-range models and took action to streamline its product lines to simplify purchase decision-making. Apple also unveiled a new pricing structure -- ApplePrice -- and an advertising campaign to support new products and underscore its commitment to price competitiveness.
 Performa -- Three New Offerings
 A range of new Performa products were introduced today with prices for the line expected to start at $999. New models include:

The Performa 460 series, based on a Motorola 68030 microprocessor running at 33MHz.

The Performa 470 series, based on a Motorola 68040 microprocessor running at 25MHz.

The Performa 550, which is an all-in-one design featuring built-in CD-ROM, microphone, stereo sound and a Sony Trinitron color monitor, comes with a variety of CD titles.
 Now celebrating its first year on the market the Performa line has been successful in attracting first-time computer buyers through the retail channel. Designed to fit the needs of people working and learning at home, the Performa line features all-in-one box computing solutions including software and hardware chosen specifically with home users in mind. All Performa prices include a keyboard, color monitor, 12- 17 software titles and a fax/modem. In the United States, Performa is available at more than 5000 retail outlets nationwide.
 LC -- New 040-based model for Education
 Today's addition of the LC 475 adds the robust performance of the Motorola 68040 microprocessor to one of the best-selling product lines in the industry. The LC line, one of the industry's most popular personal computers lines and the workhorse computer for the education market, fits the need for high-performance but very competitively-priced products. For qualified education institutions the price of the LC 475 (including keyboard and mouse) will range from $1,082.
 Quadra -- 605, 610 and 650 join the business line
 With the Quadra 605, a 25MHz LC040-based model, business customers will find choices in the Quadra line designed to meet their needs. Prices are expected to start at $969. Formerly part of the Centris line, the 610 and 650 models have been revamped for increased performance. The 610 features a 25MHz 68040 microprocessor, built- in Ethernet and an optional built-in CD ROM drive. The 650, a 33MHz 68040 based system is very expandable, having three Nubus slots and an optional CD-ROM drive. With the Quadra and Centris lines now consolidated under the Quadra brand name Apple offers business and professional customers a range of products that combine competitive pricing, high performance and advanced features and correspond to the broad needs of today's corporate and professional marketplace.
 PowerBook -- Active Matrix Duo 250 and 270c
 Apple today became the first computer notebook vendor to introduce 16-bit color and the first to produce an active matrix notebook computer weighing less than 5lbs. Another plus for the new PowerBook Duos is a 50% increase in battery life. The PowerBook Duo 250 is a 4.2 lb active matrix grayscale notebook with battery life of up to 6 hours. The PowerBook Duo 270c, a color active matrix notebook is capable of displaying thousands of colors and has a battery life of up to 4 hours. It weighs 4.8 lbs.
 LaserWriters -- new Select 360 and Pro 810
 Two new LaserWriters also hit the dual goals of aggressive pricing and customer satisfaction. The LaserWriter Select 360 is positioned to be a price leader in its class. Offering the ability to connect to both Macintosh and DOS/Windows networks, it is ideal for small workgroups. Larger workgroups will appreciate the features of the LaserWriter Pro 810 which has the advantage of connecting simultaneously to four network environments and offers up to 64 virtual printing possibilities. Both printers support PostScript Fax options for plain paper, high quality network fax capability.
 The LaserWriter Select 360 is a 10 page per minute, 600 dots per inch (dpi) printer with the ability to connect to both Mac and DOS/Windows environments. The LaserWriter Pro 810 is a 20 page per minute printer capable of printing at up to 800 dpi. Compatible with Macintosh, DEC, Novell and Unix environments, it provides simultaneous printing for IPX, TCP/IP, AppleTalk and Digital LAT protocols via the built-in Ethernet interface.
 Simpler Product Lines
 With this introduction, Apple moves to consolidate its business and professional products by folding in the Centris line under the umbrella of one brand name -- Quadra.
 "We are responding to customer requests for a more simplified product line to choose from," said Diery. "With this introduction, Apple offers business and professional customers a single identifiable business brand with a range of products that combine aggressive pricing, high-performance and advanced features. Within the line are a variety of products that correspond to the broad needs of today's corporate and professional marketplace."
 In addition, in the U.S., Apple plans to focus its four product lines by markets and channels of distribution: The Performa line for people working and learning at home, the LC line for education, the Quadra line for business and professional users, and the award- winning PowerBook line of notebooks to meet the needs of mobile professionals.
 New Pricing
 The Apple USA division of Apple Computer today announced it is eliminating the use of the term Suggested Retail Price (SRP) in product announcements, price lists and advertising. This is consistent with an industry-wide trend to replace SRPs with more representative price comparisons. Apple is replacing SRP with ApplePrice. ApplePrice is the price at which Apple intends to sell its products to customers who are purchasing as few as one unit from one of Apple's direct sales programs, such as the Apple Catalog. ApplePrice is expected to fall within the general range of prices offered by Apple's Resellers.
 New Advertising Campaign
 Concurrent with its product announcement, Apple kicked-off an advertising campaign driving home its commitment to price competitiveness. Under the banner of "Macintosh. It does more. It costs less. It's that simple." a series of TV, print and radio spots draw attention not only to price but to the the Macintosh's comparative advantages regarding ease of use, intelligent integration of hardware and software and ease of set-up.
 Energy Star
 All three new desktop products -- Performa 470 series, LC 475, Quadra 605, both of the new PowerBook Duos, and the LaserWriter Select 360, qualify for the EPA's Energy Star logo.
 Pricing and Availability
 In the U.S. all desktop and PowerBook products are immediately available. Both printers are expected to be available early November and the Performa 550 is expected to be available mid-November. For further information, customers in the United States should call the Apple Referral Center at 800-538-9696. Pricing and availability may vary by country. Prices quoted below are ApplePrice. Apple Price will fall within the general range of street prices offered by our resellers.
Model ApplePrice

460 series From $1,299 to $1,499
470 series From $1,599 to $1,799
550 From $1,949 to $2,049

605 From $969 to $1,269
610 From $1,439 to $2,159
650 From $2,399 to $3,339

PowerBook Duo
250 From $2,599 to $3,099
270c From $3,099 to $3,619

Apple Printers
LaserWriter Select 360 $1,599
LaserWriter Pro 810 $4,899
 Headquartered in Cupertino, Apple Computer Inc. develops, manufactures and markets computer, server and personal interactive electronic 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.
 -0- 10/21/93
 NOTE: Apple, the Apple logo, Macintosh, Performa, PowerBook, LaserWriter and AppleTalk are registered trademarks of Apple Computer Inc. Quadra, Centris, LaserWriter Select, and PowerBook Duo are trademarks of Apple Computer Inc. PostScript is a trademark of Adobe Systems Inc.
 /CONTACT: Betty Taylor, 408-974-3983; or Jennifer O'Mahony, 408-974-0643, both of Apple Computer Inc./

CO: Apple Computer, Inc. ST: California IN: CPR SU: PDT

TB -- SJ002 -- 4967 10/21/93 08:26 EDT
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Publication:PR Newswire
Date:Oct 21, 1993

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