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Technology Stocks : Apple Inc.

AAPL 278.79

-0.7%

Dec 5 9:30 AM EST

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To: J R KARY who wrote (8716)	2/24/1998 9:18:00 AM
From: rhet0ric	Read Replies (1) of 213173

Apple rang up 11.9 percent of retail PC revenue in January. The company's 7.1 percent share of retail PC unit sales, I believe the 4.8% difference is due to the distinction between revenue and unit sales. Apple has a higher average price per unit than most PC makers. That's both good and bad. Good that they have high margin, bad that they have low unit market share. Someone a few days ago said that Apple should be like Dell and not go after the sub-$1k market, because there's no margin there. I completely disagree. If Dell loses market share, it goes to other PC makers. But if Apple loses market share, it also goes to PC makers--a different platform. And once new buyers choose their platform, they're very likely locked into it for years, possibly for good. So it's crucial for Apple to bring out a cheap Mac, even if there's no margin in it at all. rhet0ric

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