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Technology Stocks : Apple Inc.

AAPL 268.55

+0.4%

Nov 19 3:59 PM EST

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To: Marc Newman who wrote (5684)	10/27/1997 7:08:00 PM
From: Edward Boghosian	Read Replies (2) of 213173

A deal it is!! Apple seems to have held today which is a good sign but the market psychology and momentum is down. How much? I don't know. What you say about Apple getting machines to the retail stores is right but when is Apple going to make it worth while for the retailers. What Apple needs now is good hustling salesmen and deal makers. Apple has lost market share and I don't see that stopping during the 1st qtr. of 98. Maybe slowing down. Apple may die before Jobs makes a move that is meaningfull at the retail level. Regarding the ad campaign. I think it is not a very good one and I am being very generous. If I were in the street I would use different language. People want to know what they are getting for their money so they can compare. The ad campaign "be different" or whatever belongs to the 80's. Apple has to be tough, aggressive and punching below the belt to grab the first time buyer who may be confused with all the computers in the stores and mail order choices. I truly hope Apple makes it but I would handle the situation differently. I won't buy now because of market momentum and lowering of Apple's market share but maybe we've seen the bottom for Apple. Good luck, anyway!!

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