Study Confirms Macintosh Superiority in Ease-of-Use and Customer
Satisfaction

CUPERTINO, California--May 14, 1996--People who use both Macintosh
computers and Windows 95-based computers say that the Mac makes them more
creative, productive, and satisfied, according to a recent study by Evans
Research Associates, an independent market research company. Study
participants also rated the Macintosh as being easier to use, more
enjoyable, and better for graphics, multimedia and running educational
software.

The study was conducted by Evans Research in March and April, 1996 and
included 150 people who regularly use both Macintosh computers running
System 7.5 and Windows 95-based personal computers in business, home or
education. The study found that these "dual users" rated Macintosh higher
in 14 different categories, ranging from ease of use to overall
satisfaction.

For example, for overall satisfaction, the dual users rated Macintosh
higher by a margin of 52% to 39%. For making the user creative, the
Macintosh was preferred by 53% versus 27% for PCs with Windows 95.

"The study proves what Apple has said all along: despite all the hype the
Macintosh is still the easiest computer for creating, learning and getting
work done," said Michael Mace, Apple's director of Mac platform marketing.
"It's especially pleasing that this endorsement came straight from those
who can judge best--real people who use both Macintosh computers and
Windows PCs."

Macintosh with System 7.5 won over Windows 95-based PCs in the following
categories: satisfaction, productivity, enjoyability, stability, ability
to make the user creative, graphics and publishing features, multimedia
features, ability to run educational software, and six different
categories of ease-of-use- -overall ease-of-use, ease of learning, ease of
connecting peripherals, ease of setup and installation, ease of connecting
to a LAN, and ease of trouble-shooting.

A more detailed report on the study is available on Apple's Web site at
http://www.apple.com/whymac or by calling 800-825-2145.

About the study

Evans Research interviewed 150 people who use both Macintosh computers with
System 7.5 and personal computers with Windows 95 on a regular basis. The
sampling source was a random list from CMP's merged data files of U.S.
companies that have Macintosh computers and Windows 95-based PCs. A small
portion of the sample was taken from Dun & Bradstreet's office intensive
database file.

Interviewing was conducted between March 12, 1996 and April 1, 1996. The
interviewers asked to be directed to people who use both Macintosh and
Windows. Specifically, they asked for users in the following areas:
finance/accounting, human resources/personnel, marketing/sales,
graphics/art/design, legal, research and development, engineering and
purchasing. The order of the departments was rotated to ensure equal
balance. If no qualified users were available in these departments, the
MIS/data processing area was included.

All interviews were conducted by telephone. Once the users were qualified,
they were asked several overall preference questions, and then asked to
rate the systems they use on a series of specific attributes. Ten-point
scales were used for attribute rating, with one corresponding to "poor"
and 10 corresponding to "excellent."

Data was cleaned using standard procedures to check for proper use of skip
patterns and internal consistency. All tabulations were checked
thoroughly.

All results in the report are statistically significant at a 95% confidence
level, with one exception: the "enjoyability" finding is significant at
the 90% confidence level.

About Evans Research

Evans Research Associates is an independent marketing research firm
established in 1975 and located in San Francisco, California. Evans
Research is experienced with sampling and market measurement issues in
national and regional consumer and business markets.

Apple Computer, Inc., a recognized innovator in the information industry
and leader in multimedia technologies, creates powerful solutions based on
easy-to-use personal computers, servers, peripherals, software, personal
digital assistants and Internet content. Headquartered in Cupertino,
California, Apple develops, manufactures, licenses and markets solutions,
products, technologies and services for business, education, consumer,
entertainment, scientific and engineering and government customers in more
than 140 countries.

If you are considering the purchase of an Apple product and would like to
have product information faxed to you, please call 1-800-462-4396 in the
U.S. or 1-800-263- 3394 in Canada. If you do not have a fax machine or
would like to locate an Apple authorized reseller near you, please call
1-800- 538-9696.Customers outside the U.S. should contact their local
Apple representatives for information.

Apple's home page on the World Wide Web: http://www.apple.com/
 
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