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

To: J R KARY who wrote (16631)	8/13/1998 7:41:00 PM
From: Marc Newman	Respond to of 213177

Jim, thanks for the links and thoughts. Remember that post from the Yahoo board that claimed Apple had expensed a hundred or two hundred million in future advertising amongst the restructuring charges from last year? No one followed up on it and it may have been baseless, but the poster at least sounded very reasonable and factual in his argument. So who knows, there could be a big bonus in here for the faithful who suffered (a)long last year. Seems that most independent retailers are reporting that they are getting 30-60 boxes. These might just be the shops who are playing ball with Apple and having at least some modicum of extra promotion, if not an actual event. Apple's got some juice here--can ask for only 1% returns, promo efforts, and lower margin. Benefits of having a hot product, "the hottest since Windows 95." Your advice to just sit tight with shares is probably the correct one though there are a lot of companies out there that have been overpunished during this correction that beg for some buying power reallocation. I'd bet that most of the advertising will be next quarter. We'll get a blitz for two weeks or so, then it will taper off, especially if most of the near-term production is spoken for. In the same way that Apple quickly shelved the Steamroller campaign, once PB delivery couldn't keep up. So no real worries on the expense front. If Apple had been averaging 8-9% of the retail market, then the iMac will certainly pump this up into double figures. And if Apple has double-figure market share in the consumer space, shouldn't developers see an opportunity there? It's gonna be fun, Marc