Apple Launches Brand Advertising
Campaign Premiering this Sunday on
Toy Story

CUPERTINO, Calif.--Sept. 26, 1997--Apple Computer, Inc. today announced it
is launching its new brand advertising campaign with two 60 second
television commercials scheduled to air during the network premier of
Pixar's academy award winning film "Toy Story" on ABC's "Wonderful World of
Disney" this Sunday evening, September 28. The campaign is themed "Think
Different" and is the first work by Apple and TBWA Chiat/Day in over a
decade. Their previous collaboration produced many award winning ads,
including the CLIO winner "1984" ad which has been voted the best ad of all
time by advertising professionals.

"Apple has one of the best brands in the world. This campaign celebrates
the soul of our brand--which is the desire to change the world for the
better," said Steve Jobs. "This ad is just the beginning of a major
marketing campaign to let our customers know that Apple is coming back, and
returning to those core values which made it great."

Apple Computer, Inc. ignited the personal computer revolution in the 1970s
with the Apple II, and reinvented the personal computer in the 1980s with
the Macintosh. Apple is now recommitted to its original mission - to bring
the best personal computing products and support to students, educators,
designers, scientists, engineers, businesspersons and consumers in over 140
countries.

TBWA Chiat/Day is part of TBWA International, an Omnicom company and the
15th largest advertising network in the world, with offices in 57
countries. TBWA Chiat/Day clients include Nissan, Taco Bell,
Polygram/Gramercy, ABC Television, Infiniti, Seagram, Absolut, Energizer,
Champion, Sony PlayStation and New York Life.

Katie Cotton
Apple Computer, Inc.
(408) 974-7269
katiec@apple.com

Rhona Hamilton
Apple Computer, Inc.
(408) 974-6439
hamilton@apple.com