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Technology Stocks : Apple Inc. -- Ignore unavailable to you. Want to Upgrade?

To: Instock who wrote (6179)	11/10/1997 6:22:00 PM
From: Bill Jackson	Respond to of 213173

Instock; What can you do?, you can lead a horse to water, but only he can drink. Apple has had the solution before their blind eyes and drummed into the dead brain for years now. Will they do it. They must have a broad clone strategy, with direct sales, with motherboard sales to a std CHRP case, with Apple selling high and and the OS. Only with all these horses running off in all directions like the Wintels did 13 years ago can they even start to stop further loss of share. they must be wild horses(free market type), able to do what they can. I can even see a situation where Apple releases the schematic of the mother boards and says put the holes here, and the card edge connectors there, and buy the BIOS and OS from us and cover the earth with them. Apple will make money on every BIOS and every OS they sell, in addition to what ever other sales they have. Do not forget they are down to the below 4% level as we speak, no time for Jobs to play ego man. Bill

To: Instock who wrote (6179)	11/10/1997 6:43:00 PM
From: Dave Jacob	Read Replies (1) \| Respond to of 213173

<Point is, dropping prices will sell lots of Mac's, BUT HURT the Bottom line even MORE. Long term they have few choices, short term seems obvious to me. AAPL is Hurting big!> The best near term strategy for AAPL is to increase market share even at the expense of profits. They must overcome consumer fears that AAPL is going under, resulting in their avoidance to buy AAPL products. The main issue is re-establish market acceptance. Having some marketing experience, I recommend the following: 1. Cut prices to the bone. 2. Improve distribution channels. Direct marketing is a good start (a la today's conference announcement) but not at the expense of retailresellers or mail order. Establish training sessions for reseller sales clerks --make them evangelists. 3. HEAVY advertising -- in ALL media. Ad content should be informative, humorous, fun --re: ease of use, crash free, etc.-- contrast MACS with the clutzyness of WinTel platforms. Make APPLE a household word. (Their ad "THINK DIFFERENT" is crap! I could write alot on this ad but not being a good typist it would take up too much time.) The aim here is SALES. Profits will come later. The street will drive up the stock price on revenues alone. AAPL MUST CAPITALIZE ON BRAND LOYALITY. Profits will follow. Dave