Apple Outlines "Expanded Markets" Licensing Strategy for Mac OS

Licensing to Take Phased Approach, Focusing First on Vendors with
Complementary Strengths

CUPERTINO, California--September 19, 1994--Apple Computer today outlined
how it plans to license the Macintosh  operating system to other personal
computer vendors.  The company will take what it calls an "Expanded
Markets" approach, licensing initially to companies with strengths that
are complementary to Apple's; then, over time, licensing more broadly to a
wider range of vendors.

These licensing activities are planned to result in a variety of personal
computer vendors bringing to market personal computers based on the
Macintosh operating system and that run Macintosh application software.

"Our number one licensing objective is to create a business model that's
attractive, sustainable, and profitable for our licensees, and that
creates new opportunities for ISVs and other third-parties" said Don
Strickland, Apple's vice president in charge of Licensing activities.  "As
a result, we've developed a plan that is intended to allow our licensees
to expand their businesses with new Macintosh solutions--and at the same
time to expand overall acceptance for the Macintosh OS.  After much
discussion with potential licensees, our developers, and our customers,
we're confident we've come up with a sensible plan that's a win-win for
all involved."  Strickland added, "We believe that licensing offers
software vendors a broader installed base of Macintosh platform on which
they can develop and provide new technical innovations."

Licensing is an important part of the company's overall market share
strategy which also includes initiatives regarding extending the Macintosh
platform's price/performance leadership, increasing cross-platform
compatibility, and increased marketing investments.

Apple  intends to give licensees flexibility and choices regarding when and
how they will market their Macintosh-based systems.  In the first phase of
Apple's licensing efforts, Apple aims to license the Mac OS to companies
which have expertise that complements Apple's traditional strengths.  Such
expertise could include unique technical capability to create value-added
solutions, or distribution channels to reach customers in geographies
where Apple has limited presence. Over time, Apple aims to license more
broadly to a more diverse group of vendors.

Initially, Apple plans to license its core Mac OS (the recently announced
System 7.5) and elements of its PowerPC RISC-based hardware architecture
as needed to preserve some of the distinguishing features of the
Macintosh, such as exceptional ease-of-use and true plug-and-play'
capabilities. Apple will also provide engineering and development support
to its licensees, to assist them in bringing products to market rapidly.

Reference Platform Work on Track

Apple, IBM, and Motorola have made significant progress in their work on
the definition of a PowerPC-based reference platform (a reference platform
is a set of technical specifications and designs which enables vendors to
choose from multiple operating systems).  The reference platform is
expected to be consistent with the current Power Macintosh family and to
support not only the evolution of the Mac OS, but other operating systems,
such as OS/2 and NT.  The reference platform is expected to respond to the
needs of a wide range of customers.

"Apple continues to work on the definition of a PowerPC-based reference
platform, with key companies such as IBM and Motorola, so that in the
future customers will be able to use a range of operating systems on our
PowerPC-based systems," said Strickland.  "We believe that the steps we
are taking now will bring us closer to converging with IBM on a
platform."

"Motorola is excited about the opportunity to accelerate the already
popular PowerPC , with Apple's commitment to license the Macintosh
Operating System.  We are determined to provide, in conjunction with Apple
and IBM, an open architecture to support industry leading operating
systems such as the Mac OS," said Ed Staiano, president, general Systems
Sector, Motorola, Inc.  "Apple's decision to license will result in a
tremendous benefit to end users; opening up the combination of the
superior performance of the PowerPC and the user- friendly environment of
the Mac OS to a broader market."

"IBM and Apple are working on a common hardware platform, so all PowerPC
operating systems can run on systems from IBM, Apple and other vendors,"
said James Cannavino, IBM sr. vice president of Strategy and Development. 
"We're also executing a common application development strategy based on
SOM, OpenDoc  and Taligent, so applications can be ported easily to both
platforms.  The bottom line is IBM and Apple are moving closer together on
both hardware and software so customers will find PowerPC attractive."

Apple Computer, Inc., a recognized pioneer and innovator in the information
industry, creates powerful solutions based on easy to use personal
computers, servers, peripherals, software, online services, and personal
digital assistants.  Headquartered in Cupertino, California, Apple
(NASDAQ:AAPL) develops, manufactures, licenses and markets products,
technologies and services for the business, education, consumer,
scientific & engineering and government markets in over 140 countries.

Apple Computer Inc
20525 Mariana Ave
Cupertino, CA 95014
408-996-1010

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