Apple Announces New U.S. Product Distribution Strategy

Balanced Distribution Plan Increases Product Availability and Enhances
Relationships with Ingram Micro and MicroAge

CUPERTINO, California--Nov. 3, 1997--Apple Computer, Inc.today announced a
new U.S. product distribution strategy that will reduce channel inventory,
increase Apple advocacy, and streamline channel operations. The Company
will leverage long-standing relationships with Ingram Micro Inc. and
MicroAge, Inc. to more effectively manage inventory and secure products to
resellers and therefore customers faster than ever before.

"We're working with distributors who have made a sizable investment and
commitment to Apple and are focused on helping us get our products into the
channel faster," said Mitch Mandich, senior vice president of the Americas.
"Ingram Micro and MicroAge are both increasing the number of resources they
dedicate to Apple and improving their advocacy of our products."

"Ingram Micro and MicroAge offer the perfect balance of volume distribution
and customization that is required to most effectively bring our products
to our our key customers," Mandich added.

This move compliments Apple's changing product sales and channel strategy
and is designed to streamline inventory management, improve the customer
experience, and increase advocacy for Apple and its products among its key
distributors.

"This move is good news for the channel. As Apple's largest distributor in
the world and longtime authorized distributor, we have always supported
Apple and their customers, and will continue to do so. We fully support
their effort to streamline distribution and better manage channel
inventory," said Jeff Rodek, worldwide president and chief operating
officer, Ingram Micro. "Ingram Micro was the first distributor to start a
division dedicated exclusively to Macintosh, which we continue to invest
in. We also continue to support our Apple resellers and VARs, as well as
our 500 vendors who supply Mac-related products."

"As an Apple distributor for over 15 years, we're delighted to be an
integral part of Apple's success," said Bob O'Malley, president of
MicroAge. "Apple has designed a program that will benefit everyone in the
supply chain, especially our customers, while simultaneously contributing
to the bottom line."

This announcement applies to Apple's product distribution policy in the
United States only, and will become effective on Dec. 1, 1997.

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.

David Krane
Niehaus Ryan Group, Inc.
(650)827-7081
email: david@nrgpr.com

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