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Technology Stocks : Apple Inc.

AAPL 255.48

-1.1%

Jan 16 3:59 PM EST

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To: Andrew Danielson who wrote (18679)	9/29/1998 11:55:00 PM
From: Marc Newman	Read Replies (1) of 213182

Andrew, good post on the difference between bank stocks and tech stocks, re: analysts and guidance. The iMac 20% margin is not new and has been referenced in other articles. The $150 million in advertising expense is new and likely an error. It certainly hasn't been used up this quarter--in fact, I think the television advertising has been downright tame. I expect mega-advertising starting in November or so. One thing we can say is that Apple has been surprising us with higher-than-expected margins, so perhaps that trend will continue with the iMac. It's possible that analyst pessimism is due to manufacturing concerns. The iMac seems to have been produced in excellent volume and even PB and G3 backorders are looking better. Regards, Marc

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