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Technology Stocks : Apple Inc.
AAPL 273.40-0.1%Dec 26 9:30 AM EST
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To: Alomex who wrote (18385)9/23/1998 12:03:00 PM
From: Andrew Danielson  Read Replies (1) of 213177
 
<So we assume they spread it over the next four quarters we plug that number in Eric Yang's estimates and we get ... flat earnings per share. >

No, no, no. You're operating under the faulty assumption that the $100 million is over and above the NORMAL advertising budget. It is not. It is merely the total. Therefore, you must first figure out how much higher $100 million is relative to AAPL's normal budget for advertising.

Andrew
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