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 SAN FRANCISCO, Oct. 12 /PRNewswire/ -- In his keynote speech at the Macromedia Developer's Conference, Ian Diery, Apple Computer's executive vice president of the Personal Computer Division, today outlined how Apple plans to build the largest installed base of CD-ROM users by providing cross-platform multimedia authoring technologies and leading-edge developer support programs. Diery said these plans are part of Apple's multi-pronged strategy to remain the industry leader in multimedia authoring and delivery systems.
 "Apple's long-term business strategy includes an increasingly aggressive push in the area of multimedia," said Diery. "Unlike many newcomers to multimedia, we have a series of past and current successes to point to; not a list of promises."
 Diery disclosed that as part of its commitment to multimedia, Apple plans to make available in early 1994 a new desktop video editing bundle and a CD-ROM authoring bundle, combining hardware and software elements from prominent companies in the multimedia market, including Macromedia, Radius and SuperMac. The complete solutions will represent significant cost savings for consumers, while providing an array of multimedia capabilities.
 Building a Foundation for Success
 In his speech, Diery discussed three problems that have prohibited widespread adoption of multimedia technology -- all of which Apple has successfully addressed in the past year. First, a small installed base of CD-ROM drives offered little business opportunity for title developers. Second, few media-rich applications existed as a result of slow video compression algorithms. And finally, CD authoring was prohibitively expensive for many commercial and consumer developers.
 "Beginning with our commitment to CD-ROM technology as a foundation for success, Apple has invested in the future of multimedia by sacrificing more than $100 million in gross margin in 1993 by offering CD-ROM drives at cost. We believe this investment will prove very profitable, very quickly. These efforts should result in the sales of more than one million Apple CD-ROM drives in this year alone," said Diery.
 All of the current modular desktop Apple Macintosh computer systems, with the exception of the LCIII, offer a built-in, double-speed CD-ROM drive as a standard option. And the recently introduced all-in-one Macintosh LC520 comes standard with a CD-ROM drive and built-in speakers for enhanced multimedia playback at an affordable price.
 Apple has also made available dual-platform multimedia hardware with its new AppleCD Multimedia Kit and CD Multimedia Kit for PCs. The multimedia kits provide enhanced multimedia playback and audio through the AppleCD 300 drive and AppleDesign Powered Speakers.
 Media-Rich Applications and Authoring Tools
 With more than 500 applications and 300 products shipping, QuickTime is well on its way to becoming the cross-platform standard for multimedia. By March of 1993, Apple shipped more than one million copies of Apple's QuickTime video technology to customers worldwide. And, because the same QuickTime movies will play on both platforms, the technical effort has been greatly reduced and the market opportunity significantly increased for CD-ROM title developers.
 "The availability of powerful, yet intuitive authoring tools is essential to the growth of the multimedia industry," said Diery. "Over the past year, Apple has made great strides in this area with products such as the Apple Media Kit, and we plan to continue these successful efforts with the introduction of an integrated CD authoring solution early in 1994."
 The Apple Media Kit allows authors to assemble content, such as graphics, video and sound, that has been created in other multimedia applications. It has been designed to improve title playback speed, and enable multiple platform delivery.
 Apple Multimedia Program Provides Support
 The Apple Multimedia Program offers marketing and technical information that enable Apple's partners all over the world to prosper in the growing areas of multimedia creation and playback. Introduced in December 1992, the Apple Multimedia Program now has nearly 1,000 members around the world.
 Macromedia Alliance
 In the second quarter of 1993, Apple and Macromedia announced a joint effort to stimulate the use of multimedia in all markets. Efforts to date have focused on product bundling, training and support for customers, and channel development activities.
 More People Involved in Multimedia
 "Compared to only a year ago, we have better video compression algorithms, faster CD-ROM players among a significantly larger installed base, tools that make authoring easier and more affordable, mainstream products designed with enhanced multimedia capabilities, and more people interested and involved in multimedia than ever before," said Diery.
 Apple Computer Inc. develops, manufactures, and markets personal computer, server and personal interactive electronic systems for use in business, education, science and engineering, government and the home. A recognized pioneer and innovator in the personal computer industry, Apple does business in more than 120 countries. Through its advanced technology, the company seeks to provide individuals and organizations with easy and affordable access to information and computing power.
 NOTE: Apple, the Apple logo and Macintosh are registered trademarks and QuickTime, AudioVision, AppleCD and AppleDesign are trademarks of Apple Computer Inc.
 -0- 10/12/93
 /CONTACT: Katy Gillin Boos of Apple Computer, 408-974-4451/

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

TM -- SJ004 -- 1168 10/12/93 14:07 EDT
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Publication:PR Newswire
Date:Oct 12, 1993

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