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Technology Stocks : Apple Inc.

AAPL 278.11

+0.3%

1:55 PM EST

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To: Marc Newman who wrote (11140)	4/13/1998 11:26:00 PM
From: Sam Scrutchins	Read Replies (1) of 213176

Marc and all, Does anyone have an estimate on how much Apple's advertising expenses have increased from Q1 to Q2. In addition, does anyone have a feel for what Apple spent in the past on advertising in quarters when it made large promotional efforts. It would be interesting to attempt to estimate how much of a hit earnings might take from the increased advertising expenses. I cannot think of many other items that would negatively impact earnings this quarter. Also, does anyone (soup or Ian, for example) have a feel for whether Apple has been selling any machines to previous Wintel owners. It would be great to see some new converts coming on board. TIA Sam P.S. Phil, nice catch on the 'Anderson as CEO' possibility.

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