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Technology Stocks : Apple Inc.

AAPL 272.16

+0.1%

Dec 18 3:59 PM EST

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To: Keith Howells who wrote (9615)	3/17/1998 4:37:00 PM
From: basiji	of 213177

Until now, Apple's main problem has been to stem the flood of red ink gushing from Cupertino. Costs have been cut, the company has been focussed, the hw and sw products for now and the near future are on-track. Kudos to Apple, and the stock price has entered the 20's in response. The main bleat you hear from the PC analyst chicken littles is "The market share is falling, the market share is falling!" Like it or not, these folks dictate much of the mood in the market with respect to computer stocks. To make them happy and to get the stock stably into the 30's, Apple will have to sell some inexpensive boxes to gain market share and ensure their long-term viability. The trick is to do so without killing their profitability. I think Steve's Fall timeline is intended to allow Apple to capitalize on its high-margin product line while they fine tune their on-line and build-to-order capabilities and increase their production capacity for the low-end units. When the time comes to sacrifice margins and ship many many boxes, they'll be at peak efficiency so they can gain market share while preseving the earnings growth that Wall Street can't do without. Regards, Dave

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