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

To: RX4PROFIT who wrote (18394)	9/23/1998 1:26:00 PM
From: Marc Newman	Read Replies (1) \| Respond to of 213177

You guys are right. The $100 million in advertising is not above and beyond the norm. Rather, it just includes a small increase, especially since a larger pct. of Apple's annual ad budget must come during the last six months of the year as opposed to the first six months. Also note that it doesn't necessarily look like we've seen $50 million in ads this quarter. Besides the first week of tv ads, I've only seen them on Monday Night Football. It is possible that Apple saw it had a big hit and decided to cut back on the push until Christmas. Of course, it's also possible that with all the other promotions, print ads, billboards, etc. that advertising spending is on track. So look for a reasonable increase this quarter and next. I'm surprised we didn't hit $38 today. Marc

To: RX4PROFIT who wrote (18394)	9/23/1998 1:32:00 PM
From: earlyj	Read Replies (2) \| Respond to of 213177

re: <More Good News (PBs, Q4, etc.) from Mac OS Rumors > hmmm it looks like those Spring AAPL blossoms are beginning to bear fruit! cheers!... earlyj

To: RX4PROFIT who wrote (18394)	9/23/1998 1:37:00 PM
From: J R KARY	Read Replies (1) \| Respond to of 213177

Good news Dennis just wish they would call it 4Q ; OS 8.5 & cash Seeing FY 4Q referred to as calendar 3Q is a routine error. Gut feel is the re-tooling/ramp-up for the iMAC was paid for with the 150,000th order and orders beyond it are obscenely profitable . 150,000 was a often referenced number by AAPL management and appeared to be a goal rather than a achievement . AAPL's OS 8.5 launch is to be a major media event , suggesting there is more to it than shown so far , and should add to 1Q's bottom line . Concerns about heightened advt expense are misplaced. This is AAPL's selling season (iMAC , PBs , OS 8.5 , servers?) and AAPL's impressive cash build-up (source still unknown) allays any financial concerns . Jim K.