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APPLE OPENS APPLE COMPUTER MEXICO; MARKETING AND CHANNEL DEVELOPMENT OFFICE CHARTERED WITH AGGRESSIVELY EXPANDING APPLE'S PRESENCE IN MEXICO

 MEXICO CITY, April 20 /PRNewswire/ -- Apple Computer Inc. (NASDAQ-NMS: AAPL) today announced the opening of Apple Computer Mexico, S.A. de C.V., (Apple Computer Mexico) affirming its strong commitment to the fast-growing personal computing market in Mexico. According to International Data Corporation (IDC) market forecasts, the PC market in Mexico is projected to reach nearly $1 billion in 1993, representing a 29-percent growth over the previous year. IDC also estimates that the market will grow 24 percent through 1995. Apple Computer Mexico is part of Apple Latin America, which is one of five regions that comprise Apple Pacific.
 The new marketing and channel development office is chartered with aggressively expanding Apple's presence in Mexico, providing local sales, marketing, channel development, service and support to its resellers, third-party software developers and partners. In November 1992, Apple broadened its distribution in Mexico to include three new resellers: Vertex, Dicom and Edumac, while continuing its longstanding distribution relationship with Genetec.
 "The Mexican marketplace offers tremendous growth opportunities for both Apple and our partners," said John Floisand, president of Apple Pacific. "We're convinced we'll be able to build a strong infrastructure in Mexico capable of addressing customer needs in all market sectors. To accomplish this, we've established a stellar organization made up of individuals with extensive experience in the Mexican PC marketplace. To get the organization off to the right start, Allan White, managing director of Apple Latin America, will lead the organization through fiscal year 1993."
 Due to the strategic importance of the Mexican market to Apple, Allan White will operate as general manager (director general) of Apple Computer Mexico through the early stages of market development. Carlos Guzman has been appointed director of marketing (director de mercadotecnia), with responsibility for market development, advertising and demand generation,communications strategies and local product marketing. Guzman, formerly marketing director for Apple's distributor Genetec, will leverage his longstanding relationship with Apple and experience in the Mexican PC industry in his new position.
 Horacio Duhart, commercial director (director commercial) for Apple Computer Mexico, will spearhead the company's sales and channel development efforts with responsibility for establishing and implementing programs nationwide. Duhart, who joined Apple in 1991, has spent the past two years working closely with Apple Latin America to formulate a market entry strategy for Mexico,establish and maintain distribution channel partnerships and set up Apple's new marketing and channel development offices in Mexico.
 "The Apple Computer Mexico team is executing on a long-term plan aimed at tapping the $1 billion PC market potential in Mexico," stated White. "Over the next 12 months, we intend to aggressively expand our presence by implementing high profile marketing and promotional programs supported by a strong local organization. Our intention is to provide our local resellers,application developers and partners with an environment in which they can build thriving businesses."
 Emerging markets, such as Mexico, are critical to Apple's continued growth through the 90's and beyond. In the Pacific geography, Mexico has been identified as a key area of expansion for Apple -- it is the fastest growing market in Latin America. Apple is applying a proven, leveraged business model to developing the Mexican market. The Apple Federation model is a network of affiliated, interdependent companies that join with Apple to meet the specific, local market requirements of Macintosh customers.
 Headquartered in Cupertino, Calif., Apple develops, manufactures and markets personal computer systems for use in business, education, science, engineering and government. A recognized pioneer and innovator in the personal computer industry, Apple does business in more than 120 countries. Apple has redefined computing to mean empowerment of the individual. Apple seeks through technology to provide people with easy and affordable access to information and computing power. Apple, the Apple logo, and Macintosh, are registered trademarks of Apple Computer Inc.
 -0- 4/20/93
 /CONTACT: Nancy Keith Kelly of Apple, 408-974-2133; or Lynne Lawler of Regis McKenna, 415-354-4490, for Apple/
 (AAPL)


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

SG -- SJ001 -- 7787 04/20/93 08:35 EDT
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Date:Apr 20, 1993
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