Apple Launches QuickTime Branding Program

New Ads Target Music Industry

CUPERTINO, California--March 27, 1995--Apple Computer, Inc. today launched
a branding program designed to promote QuickTime technology, the company's
software architecture that supports the integration of sound, video and
animation in a personal computer. The initial advertising campaign
features three ads targeted at the music industry, now experiencing rapid
growth in multimedia applications. In the ads, music enthusiasts and
professional musicians are reminded that QuickTime provides the tools and
technologies necessary to create interactive music, games and CDs.

Apple's advantages for interactive music production began with the
integration of sound in the very first Macintosh in 1984. With QuickTime
software and the new interactive music development tools announced today
from Apple, the Apple Macintosh personal computer now plays an integral
role in professional music production. Artists can create and deliver
video and CD multimedia applications on multiple platforms--Macintosh,
Windows, interactive TV and Apple's Pippin multimedia platform--while
tapping into new consumer channels such as the Internet.

The recent advent of enhanced CDs spotlights QuickTime software's superior
platform for interactive music development and delivery. Enhanced CDs
contain interactive multimedia data and can be played on both audio CDs
and CD-ROM players. This emerging technology has galvanized the music
industry, and recording artists, music video directors, artist managers
and record label producers see myriad possibilities in the melding of
music and multimedia.

"The music industry is ready and willing to embrace multimedia," said Mike
Dionne, vice president, worldwide communications and marketing services,
Apple Computer. "Recording artists have been employing Apple's digital
music technology for years. Couple that expertise with the multimedia
toolset from QuickTime and Power Macintosh AV technology, and anyone,
amateur or professional, can create interactive music."

The QuickTime advertising campaign is targeting the entire spectrum of
music developers from garage musicians to established performers, many of
whom already rely on QuickTime as the development tool of choice. The
initial series of eye-catching ads will appear this week in Billboard and
Hollywood Reporter.

To receive a copy of Apple's QuickTime advertisements, please contact Debby
Riveness, Apple Computer at (408) 974-5191.

Additional information about Apple and QuickTime can be obtained on the
Internet at World Wide Web sites: http://www.apple.com or
http://quicktime.apple.com.

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
1 Infinite Loop
Cupertino, CA 95014
408-996-1010

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