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APPLE GROUP TO FOCUS ON EMERGING NEW MEDIA INDUSTRY AND DEVELOP NEW MARKETS FOR MACINTOSH TECHNOLOGY

 CUPERTINO, Calif., March 30 /PRNewswire/ -- Apple Computer Inc. (NASDAQ-NMS: AAPL), is asserting its leadership in multimedia by forming the New Media/New Markets group. Its charter is to increase market access to multimedia technologies, expand multimedia content, and develop new market opportunities for Macintosh technology through agreements with major original equipment manufacturers (OEM).
 Apple uses the term New Media to describe the industry resulting from the convergence of the publishing, entertainment, telecommunications, computing and consumer electronics businesses and the content that will emerge because of it.
 "We have a very clear idea of what we want to accomplish in this group," said Satjiv Chahil, Apple's vice president of the NewMedia/New Markets group. "Our goal is to develop the programs and product choices that let our customers take advantage of using rich multimedia technologies. We want Apple to be the brand of choice -- a one-stop shopping option that provides customers with everything they need for a complete multimedia experience."
 Chahil was the chief architect of a forum held last summer in Hakone, Japan, which enlisted the collective efforts of experts and leaders from the converging industries to define and develop a shared vision of New Media, to identify obstacles and to cultivate the relationships to make the vision a reality.
 The New Media/New Markets group reports to Fred Forsyth, senior vice president of the Macintosh Systems Division, and includes Apple's Worldwide Multimedia Marketing Group. This group has launched a global effort to energize the industry through an aggressive CD ROM campaign, its Multimedia Developers Program and an agreement with Macromedia, a leading multimedia software company. Chartered to stimulate the use of multimedia in all markets, the group is also working on a wide range of agreements with companies such as Radius, DiVA and Voyager.
 The New Media/New Markets group also is identifying and developing market opportunities in areas outside of mainstream personal computing through licensing agreements with original equipment manufacturers. Apple is targeting areas such as retail, automotive, transportation, medical imaging and aviation.
 This group just signed its first OEM agreement with Honeywell, a company that leads the industry in the development of integrated avionic systems. Under the terms of the agreement, Honeywell plans to manufacture a version of the Macintosh Quadra 800 for use in its Electronic Library System, an information management system designed to give airline personnel timely access to information on demand in the cockpits and cabins of commercial aircraft.
 "People still marvel at how easy it is to use the Macintosh," said Chahil. "This ability to work with such ease comes from a very sophisticated and tightly integrated hardware and software platform. We want to extend this technology to a wider range of people than ever before."
 NOTE: Apple, the Apple logo, Macintosh are registered trademarks and Quadra are trademarks of Apple Computer Inc.
 -0- 3/30/93
 /CONTACT: Kathleen Dixon of Apple Computer, 408-974-3714/
 (AAPL)


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

GT -- SJ003 -- 0859 03/30/93 08:19 EST
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Publication:PR Newswire
Date:Mar 30, 1993
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