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

To: Phillip C. Lee who wrote (7082)	12/29/1997 7:53:00 PM
From: Marc Newman	Respond to of 213173

The first Ali ad? The back cover of the latest Fortune has Apple's new ad, with the young Ali. First time I've seen it. Waiting for the "Comin' to get you, suckah!" tv ads. Most magazines require payment on tearsheet, which means Apple can most likely defer this expense to next quarter. Have also seen the Think Different ad on my local CBS stations late-night news broadcast the past two nights. Man, I like the ad a lot now. Think it is effective at getting people to remember there is an Apple computer. Brand recognition and all that. Even if people don't like them, the ad does get a response. Just look at the parodies. I'm not sure if Apple needs to pay the station now or delay a couple of weeks. Why does it matter? The quarterly profits of course. With lack of clone competition and G3 sales, plus lower inventories, I have to think that Apple has a fighting chance. The kinds of expenses Apple is cutting out for December makes me think they are close. My best WAG at this time is $5-$15 million profit. We'll have a lot of people selling into any rally though, so I'm not sure that a nice MacWorld and then a profit will get us back past $20 or not. Share-wise, I do think Apple totally missed the boat by not fighting hard to beat estimates last quarter. Then our price could probably still be hanging in there at $21 or so. As it stands now, we have maybe half a point left to the downside. Tomorrow should tell the tale. I don't mind if I miss that half point, frankly. Everybody knew that Power would sell. Companies almost always sell the first chance they get, especially one as cash-strapped as Power. Marc