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APPLE USA REDUCES PRICES OF MANY POPULAR COMPUTERS; ROLLS OUT REBATE PROMOTION ON MACINTOSH PERFORMA FAMILY OF COMPUTERS

 CAMPBELL, Calif., July 12 /PRNewswire/ -- Following through on Apple's strategy to accelerate sales momentum for many of its most popular computer products, Apple Computer, Inc. (NASDAQ: AAPL) today announced price reductions on many of its desktop, portable and server computers and also launched a rebate promotion on the Performa line in the United States.
 Effective immediately, the U.S. suggested retail prices (SRPs) of the Macintosh Quadra 950 systems have been reduced up to 29 percent, the Apple Workgroup Server 95 computers have been reduced up to 20 percent, and the award-winning family of PowerBook notebook computers have been reduced from 7 percent to 34 percent.
 In addition, Apple kicked-off the "Performa Payback" rebate promotion, offering customers savings on the Macintosh Performa line of personal computers and select printers. The promotion, which offers $100 to $200 rebates on selected products, will be in effect from July 11 through Sept. 20, 1993, a key back-to-school buying season for consumers.
 "The price reductions, and the Performa rebates, are part of our overall company strategy to take aggressive actions in order to increase our market share," said Bob Puette, president of Apple USA. "The new prices and rebate promotions make it an excellent time to buy an Apple computer."
 "With these actions, we are making some of our most popular products more competitive," Puette said. "Apple's all-in-one PowerBook has the distinction of being among the world's most acclaimed product designs. The Macintosh Quadra 950 is Apple's most flexible and expandable high performance product offering, while the Apple Workgroup Server 95 is the flagship of Apple's server family, designed to provide leading price/performance and significantly lower cost-of-ownership."
 Today's announcement follows Apple's June 14, 1993 aggressive U.S. price reductions on selected Apple computers and peripherals, and a rebate promotion offering rebates of $50 to $350 on the purchase of certain Macintosh desktop,
portable and peripheral products. The "On-the-spot. On-target solutions" rebate promotion remains in effect through Sept. 30, 1993.
 Suggested Retail Prices
 Current and previous U.S. suggested retail prices for the Macintosh Quadra 950, Apple Workgroup Server 95 and PowerBooks are as follows:
 Previous SRP New SRP Percent
 Change
 Macintosh Quadra 950 8MB $ 5609 $ 3999 29
 Macintosh Quadra 950 8/230 $ 6099 $ 4599 25
 Macintosh Quadra 950 8/500 $ 6849 $ 5239 24
 Macintosh Quadra 950 16/1000 $ 8149 $ 6439 21
 Apple Workgroup Server 95 16/230 $ 7589 $ 6089 20
 Apple Workgroup Server 95 16/500 $10039 $ 8539 15
 Apple Workgroup Server 95 32/1000 $12839 $11639 9
 Apple Workgroup Server 95 32/230 & HD500
 $11319 $ 9819 13
 Apple Workgroup Server 95 48/230 & HD1000
 $12929 $11429 12
 PowerBook 145B 4/40 $ 1649 $ 1429 13
 PowerBook 145B 4/80 $ 1899 $ 1679 12
 PowerBook 160 4/40 $ 2429 $ 1609 34
 PowerBook 160 4/80 $ 2789 $ 1969 29
 PowerBook 160 4/120 $ 3149 $ 2329 26
 PowerBook 165c 4/80 $ 3399 $ 2339 31
 PowerBook 165c 4/120 $ 3759 $ 2699 28
 PowerBook 165c 4/120 w/ Express Modem
 $ 3999 $ 2949 26
 PowerBook 180 4/80 $ 3699 $ 3389 8
 PowerBook 180 4/120 $ 4059 $ 3749 8
 PowerBook 180 4/120 w/ Express Modem
 $ 4309 $ 3999 7
 PowerBook 180c 4/80 $ 4159 $ 3719 11
 PowerBook 180c 4/160 $ 4519 $ 4079 10
 PowerBook 180c 4/160 w/ Express Modem
 $ 4769 $ 4329 9
 Performa Rebates
 The "Performa Payback" rebate offers customers substantial savings on a Macintosh Performa computer when purchased with an Apple printer. Qualifying Apple printers are the Personal LaserWriter LS, StyleWriter or StyleWriter II, or the new Personal LaserWriter 300.
 The rebate schedule is as follows:
 Rebate Amount
 Performa 600 CD (with an Apple printer) $200
 Performa 600 (with an Apple printer) $200
 Performa 450 (with an Apple printer) $150
 Performa 430 (with an Apple printer) $100
 Performa 405 (with an Apple printer) $100
 Customers can obtain more information about Apple products and promotional terms and conditions by calling the Apple Customer Assistance Center at 1-800-776-2333. For the location of an Apple reseller or retailer, call 1-800-538-9696.
 Headquartered in Cupertino, Calif., Apple Computer, Inc. (NASDAQ: AAPL) develops, manufactures and markets computer 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. Apple's Macintosh computers and LaserWriter printers were ranked highest in user satisfaction among business users in recent studies by J.D. Power and Associates.
 Apple, the Apple logo, LaserWriter, StyleWriter and Macintosh are registered trademarks of Apple Computer, Inc. PowerBook, Quadra and Performa are trademarks of Apple Computer, Inc.
 -0- 7/12/93
 /CONTACT: Lisa Byrne of Apple Computer, Inc., 408-862-5154/
 (AAPL)


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

LD -- NY007 -- 0232 07/12/93 08:15 EDT
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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