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

To: J R KARY who wrote (6902)	12/19/1997 3:28:00 AM
From: FR1	Respond to of 213173

Jim, I think that Apple has decided to save its advertising dollars for Rhapsody roll out. There are several reasons: 1) If Rhapsody is the future of your system, then why spend money going to COMDEX and doing ads to sell people on a system that you are going to start replacing in January. 2) January is almost here - why do a expensive ad campaign for one month's sales. 3) If you don't advertise much, it cuts your overhead tremendously and maybe it gets you to break even. Ever look at the time and budget needed for a TV spot? You have to sell a lot of computers to pay for it. However, if you are not advertising, then people leave you for dead because newspapers and TV people make their paycheck off businesses that advertise. Consequently, Apple is ignored. When the name comes up, reporters say "I haven't heard anything about Apple for a long time. I guess they are dead." This is not a bad tatic for Apple but everyone is waiting for January and Apple must have a aggressive advertising and promotion plan for the 1998. If not, we need another leader. We also gotta make some big changes in January and selling intel boxes is #1.

To: J R KARY who wrote (6902)	12/19/1997 8:56:00 AM
From: Phillip C. Lee	Read Replies (1) \| Respond to of 213173

Apple's stock price went south mainly due to the overall weak tech stocks. If you look at Orcl, Sgi, Msft, etc..., you would notice that the entire sector was pretty weak this week. Apple authority has been quiet for sometime, which I believe is Apple's new board's policy. Of course, there are some "experts" from statistics collection companies who pretended to understand the status of Apple current situation and provided their negative opinions. The current price is heading towards 10 year low. In such situation, I wonder who sells the stock since very few people can profit from selling transactions unless short positions have been built up with a slow pace again. Today's triple witchings as well as Asia/Europe stock plunges may fuel Apple worsening and heading towards south again. However, short sales at this level are not attractive due to its coming events, quarter report, as well as overall stock's January effects. It would be interesting to see how low Apple would go before moving back to the normal level. Phil