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<div class="left_inner_box_heading"><h1>[MD1] To Developers on the Apple Restructuring</h1></div>
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<p>Dear Colleagues:</p>
<p>As you may already know, Apple made an announcement today regarding its<br />
restructuring plans. While the full details are available in the press<br />
release, I wanted to make sure that you were aware of the changes and how<br />
they will impact Developer Relations.</p>
<p>Earlier this year, Gil Amelio promised to simplify Apple's product lines<br />
and to resolve some of Apple's fragmentation issues. As part of the<br />
restructuring, Apple's once-scattered marketing organizations have been<br />
united into a single organization under the leadership of Guerrino De<br />
Luca. Developer Relations, as a part of this organization, will<br />
participate in efforts to make Apple successful and to help developers be<br />
even more successful. We realize that the single most important way we<br />
can help developers is to dramatically increase the number of satisfied<br />
Macintosh customers who will purchase your software and hardware<br />
products. We're working hard to make that happen!</p>
<p>To simplify our product lines, we are evaluating the products, projects<br />
and technologies that are under development. This is a response to both<br />
fiscal challenges and to developers' requests that we narrow our<br />
technology focus and support more industry standards. While some of the<br />
simplification will take place in unannounced projects, we will also cut<br />
back in some previously announced areas. The press release has more<br />
details on these plans, and it is my sincere hope that for most of you,<br />
this will be a welcome change.</p>
<p>Like many other departments at Apple, Developer Relations will also have<br />
resource reductions. In order to improve efficiency, some of ADR's<br />
previous responsibilities, such as advertising and platform marketing,<br />
will be integrated into the new marketing organization. Most of the<br />
information and services we deliver will remain the same but will be more<br />
efficiently produced and delivered by a centralized team. This past year,<br />
Apple has turned its Developer Relations organization into a world class<br />
service provider and the lessons we have learned from you will remain a<br />
priority.</p>
<p>Evangelism will continue to be a focal point of Developer Relations.<br />
While some areas of evangelism will be cut back, our overall focus on<br />
evangelism will be increased. Technology evangelism will be driven<br />
specifically by the Mac OS and Rhapsody, with particular focus on<br />
industry standards such as Sun's Java language and Apple's QuickTime<br />
Media Layer.</p>
<p>Apple's No. 1 priority is to regain profitability and sell high quality<br />
Macintosh products to our customers. Under the new marketing structure,<br />
Developer Relations will be better able to concentrate on nurturing<br />
relationships and evangelizing fewer core technologies, while making it<br />
simpler for you to support our platform and qualify your products. We<br />
realize that our success depends on your support and success, and we look<br />
forward to working together!</p>
<p>Sincerely,</p>
<p>David Krathwohl<br />
Vice President<br />
Apple Developer Relations</p>
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