Apple's New Direction

Design Different, Build Different, Sell Different

CUPERTINO, California--Nov. 10, 1997--Apple Computer, Inc. (NASDAQ: AAPL)
today showed it takes seriously the "Think Different" message in its ads.
The Company announced dramatic changes in the way it designs, builds and
sells its computers.

Today Apple launched its new G3 series computers, with significantly better
price-performance than the newest "Wintel" Pentium products. This
simplified design enabled the Company to streamline manufacturing so its
computers can be built just-in-time to exact customer specifications. These
changes, combined with today's opening of the online Apple Store
(http://www.apple.com/) mean that a consumer can buy a built-to-order
Macintosh over the Internet. Customers in the United States now have three
ways to buy Macintosh computers: through the retail and reseller channel,
through direct field sales in education, and through Apple.

"We're opening things up and giving our customers what they've been asking
for," said Steve Jobs, Apple's interim CEO. "Apple is listening. We're
making changes. Nobody else sells like we do--both through the channel and
direct. Nobody's computers run design and publishing applications with
better dollar-for-dollar performance than our new G3's. To us, 'Think
Different' means put the customer first."

For more information, see accompanying releases:

Apple Designs Different: Unveils Next Generation Power Macintosh G3 Computers
Apple Designs Different: Extends Leadership in Notebooks with PowerBook G3
Apple Builds, Sells Different: Company Announces Build-to-Order and
Electronic Commerce.

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 around the world.

Russell Brady
Apple Computer, Inc.
(408) 974-6877
email: brady2@apple.com

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

NOTE TO EDITORS: For additional information visit Apple's website
(http://www.apple.com/source/), call Apple's Media Helpline at (408)
974-2042, or contact David Krane at our PR agency, Niehaus Ryan Group,
Inc., (650) 827-7081.