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

To: Scott Crumley who wrote (9360)	3/12/1998 8:19:00 PM
From: Phillip C. Lee	Read Replies (1) \| Respond to of 213173

Scott, Thanks for your kind words. Actually, I was looking for your input on this board for a long time, but a little disappointed for your absence for a long while. I just try to abide by what Apple CFO, Anderson's words. He said the cost in Q2 will be reduced to less than $300m from Q1's 313m. Refer to Eric's cost analysis: macevolution.com Phil

To: Scott Crumley who wrote (9360)	3/12/1998 8:34:00 PM
From: Dylan	Read Replies (1) \| Respond to of 213173

<<I was wondering if you or Eric have taken Apple's advertising budget into consideration. I've seen one analyst state that he believes it to be around 80 million bucks.>> You read my mind. I think the ads are great, but very expensive. Wednesday night on ABC and Thursday night on NBC isn't cheap... However, these ads are making people believe that Apple is not dead and is fueling the fire for Apple's comeback. That is, the perceived comeback that non-Apple followers are now hearing about every day that we've known about for months. It is a very necessary expense. -Dylan P.S. It is nice to be showing an actual profit for this stock after having been down almost 50% for awhile!

To: Scott Crumley who wrote (9360)	3/12/1998 9:20:00 PM
From: Eric Yang	Respond to of 213173

"I was wondering if you or Eric have taken Apple's advertising budget into consideration. I've seen one analyst state that he believes it to be around 80 million bucks." Hi all.. Just got off the plane an hour ago. I'm now in Taipei. I was a bit worried when the LCD display on the plane showed that DJ drop 40+ points earlier today. Just noticed AAPL is at 27...cool! As for the ad cost of Think Different campaign... as I understand it, the huge reduction in Apple co-op fund was suppose to help pay for the campaign. I'm not sure if Apple has been able to keep the spending within that budget or not. I tend to think that much of the ad budget was already set aside way back in Nov or Dec 97. In Jan Jobs mentioned the Ali ad in Feb...which were apparently replaced by the "snail ad" so I don't think the were any surprises in terms of ad spending. The estimate of $80 million on "Think Different" campaign by some analyst shouldn't be taken so literally.Here is the quote from Reuters.. "Some industry analysts have estimated that Apple is spending about $80 million on its ''Think Different'' ad campaign." Is the $80 million figure what Apple will spend this year on the campaign? Is it what Apple has spent this quarter on the campaign? Is it what Apple has spent since the start of campaign in Nov? What? Some industry analysts can be pretty vague... Eric