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APPLE ANNOUNCES INCREASED PRESENCE IN EASTERN EUROPE, CIS

 APPLE ANNOUNCES INCREASED PRESENCE IN EASTERN EUROPE, CIS
 BUDAPEST, Hungary, Jan. 30 /PRNewswire/ -- Apple Computer Europe today held the final event in a series of product rollouts designed to mark its entry into the Eastern European and Commonwealth of Independent States (CIS) markets, the company said. Since Nov. 4, when the first of these events took place in Budapest, Apple has been addressing prominent representatives of the national business, government and press communities in Prague, Moscow and Warsaw to formally announce its partnership with local distributors and give details of its strategic directions for those markets.
 "We firmly believe that this is the right time to establish the presence of Apple products in all the market segments of these countries," said Sergio Nanni, senior director of Apple Computer Inc., in charge of the development of the Eastern European and CIS markets. These markets are supported in key areas such as sales, marketing, communications, localization, training and service by the Apple IEA (Independent Marketing Companies - European Area) department, headed by Director Gilles Mouchonnet. The Paris-based department is responsible for the development of Apple's sales and marketing activities in countries where Apple is represented locally through an Independent Marketing Company (IMC). This model has allowed Apple to establish partnerships with companies who have the necessary local expertise and market knowledge to ensure the best implementation of Apple's strategies. In fact, IEA has been one of Apple's fastest-growing business areas during fiscal year 1991, registering a 78-percent growth in revenue over the previous year. For the past six months, Apple has been working actively in Czechoslovakia, Hungary, Poland and the former USSR to develop relationships with companies whose experience of the local computer market and knowledge of customer base provided a strong synergistic fit with Apple's own business objectives. Apple has four IMCs in this area: Moscow-based Intermicro; Prague-based TIS covering Czechoslovakia; Graphisoft located in Budapest, covering Hungary; and SAD in headquartered in Warsaw, covering Poland. Each of the IMCs has, in turn, already appointed a network of local resellers numbering over 10 per country.
 The launch event in each city also included the presentation of Apple's localized version of the System 7.0.1 Macintosh operating system, along with demonstrations of localized software packages. With the addition of the Hungarian, Polish, Czech, Slovak and Cyrillic versions of the operating system, the Macintosh is now offered in 33 local language versions worldwide.
 Speaking in Moscow to an audience of several hundred key decision makers, including the rector of Moscow International University, the deputy minister of Education and the president of the Association on Science and Research in Education, Nanni said, "Apple Computer sees customer satisfaction as a key element in market development. Offering full localization of the Macintosh operating system, keyboards, manuals and fonts, plus ensuring a high quality of service and support through our partners, sets the stage for developing a strong business in these new markets."
 Apple Computer Europe Inc. was established in August 1988 as one of the three geographic units of Apple Computer Inc. The unit includes 13 subsidiaries in Europe, as well as representation through Independent Marketing Companies in African, Mediterranean and Middle Eastern countries, and now Central Europe and the CIS.
 -0- 1/30/92
 NOTE TO EDITORS: Apple, the Apple logo and Macintosh are registered trademarks of Apple Computer Inc. System 7.0.1 is a trademark of Apple Computer Inc.
 /CONTACT: Cecilia Ghivarello of Apple Computer Europe, (Paris), 33-1-4901-4901; or Jennifer O'Mahony of Apple Computer, 408-974-0643/
 (AAPL) CO: Apple Computer Inc.; Apple Computer Europe Inc. ST: California IN: CPR SU:


SC -- NYON2 -- 5221 01/30/92 12:00 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Date:Jan 30, 1992
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