Apple's On-Line Store Sells Half a Million Dollars in First 12 Hours

CUPERTINO, California--Nov. 11, 1997--Apple Computer, Inc. today reported
that its new on-line Apple Store received over 4.4 million "hits" and
booked over $500,000 of orders during its first 12 hours of operation. The
e-doors to the Apple Store (http://www.apple.com/store/) were first opened
at noon PST yesterday.

"We're thrilled by this immediate customer response to our Apple Store and
new G3 computers," said Steve Jobs, Apple's interim CEO. "Apple is really
'thinking different' about the way we do business."

Apple's new G3 computers have significantly better price-performance than
the newest Pentium II based computers, and are built-to-order to exact
customer specifications for those customers ordering through Apple's new
on-line store.

The Apple Store is part of the company's new distribution strategy of
combining direct sales over the Internet alongside its expert resellers to
give Apple customers greater choice in how they shop for and buy their
computers. Apple's recently announced partnership with CompUSA, the
nation's largest computer reseller, is also a key part of this new
strategy.

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.

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

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