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APPLE COMPUTER ADDS TO PORTFOLIO OF SOFTWARE PRODUCTS WITH CROSS-PLATFORM MULTIMEDIA AUTHORING TOOLS

 CUPERTINO, Calif. Sept. 16 /PRNewswire/ -- The Personal Interactive Electronic (PIE) division of Apple Computer Inc. (NASDAQ-NMS: AAPL) today announced the shipment of the Apple Media Kit, the first in a family of digital publishing tools that enables developers and programmers to create and deliver multimedia titles to multiple platforms, easily and efficiently. The Apple Media Kit allows for cross- platform development for both the Macintosh and Windows/DOS environment. It also allows for the possibility of future development with ScriptX, the advanced multimedia standard from Kaleida Labs.
 The Apple Media Tool Kit is comprised of two components -- the Apple Media Tool for designers, and the Apple Media Tool Programming Environment for programmers. These components provide a separate environment for media-integration and for programming, thus reducing project development costs and production time.
 "Multimedia developers are frustrated with steep learning curves, poor playback performance and unpredictable results," said Duncan Kennedy, product line manager for Apple's Digital Publishing Tools. "Developers are demanding a new generation of tools that allow production teams to work together seamlessly; we are addressing this demand with the Apple Media Kit."
 The Media Tool
 The Media Tool is the creative component of the Apple Media Kit. It gives designers the freedom to assemble media elements and add interactive multimedia features without writing a single line of code. Team members can work simultaneously on different elements of a project. Using object-based authoring, prototypes can be generated easily using rough-draft media elements. In addition, interactivity between media elements is preserved, even when work-in-progress is substituted for finished content.
 Los Angeles Times Media Lab director Jude Angius used the Apple Media Kit with a team of reporters to produce a Super Bowl multimedia presentation. She commented that, "By using the Apple Media Tool, we met our deadline in less than four weeks. Apple showed us the product, and we saw that it would allow us to integrate all the elements quickly and easily."
 Programming Environment
 The Apple Media Programming Environment encompasses everything programmers need to customize and extend the capabilities of projects developed using the Apple Media Tool. This environment includes both a new programming language and a new application framework. For developers, it offers three advantages: It combines the power of an object-oriented programming language with the ease of use of a scripting language, it makes the project code portable between Macintosh computers and personal computers running Microsoft Windows, and it provides access to both Macintosh and Microsoft Windows' toolboxes through a C language interface.
 "Our programmers learned to use the Apple Media Tool Programming Environment very quickly," said Andy Hong, technologist at the Art Technology Group in Cambridge, Mass. "We were building controls and special features for an exhibit right away. The programming language is very powerful, and if you really want to enhance the program, you can also write code in C."
 Pricing and Availability
 The Apple Media Tool is priced at $1,195, but is available now at a special introductory price of $995, and is bundled with VideoFusion 1.5, an award winning special effects software package valued at $649. For questions or to order a copy of the Apple Media Tool, call 1-800-371-0612. The Apple Media Kit, which includes the Apple Media Tool, the Programming Environment and the VideoFusion bundle, is $3,995. The Programming Environment is also available as a stand-alone product for $2,995. The Kit is available through APDA, Apple's source for developer tools. Prices may vary outside the United States. In the U.S., the APDA phone number is 1-800-282-2732. In Canada, it is 1-800-637-0029, and internationally it is 716-871-6555.
 Licensing
 Runtime players for projects created with the Apple Media Kit may be licensed for a fee based on application and distribution quantity. For corporate licensing, the fee is $5,000 per year for unlimited use or 50 cents per copy. For commercial publishers, the cost is 2 percent of the title's average wholesale price and 3 percent of the average price for hybrid CDs. Educational licensing is free.
 Headquartered in Cupertino, Calif., Apple Computer Inc. develops, manufactures and markets personal 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.
 NOTE: Apple, the Apple logo, Macintosh and APDA are registered trademarks of Apple Computer Inc. Apple Media Kit is trademark of Apple Computer Inc. Additional company and product names may be trademarks or registered trademarks of the individual companies and are respectfully acknowledged.
 -0- 9/16/93
 /CONTACT: Jeni Johnstone of Regis McKenna Inc., 415-354-4501, for Apple/
 (AAPL)


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

LH -- SJ001 -- 2549 09/16/93 08:30 EDT
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Date:Sep 16, 1993
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