Apple Worldwide Developers Conference Convenes

Opening Sessions Highlight Corporate Strategic Framework and Apple's
Internet Technology Directions

WWDC, SAN JOSE, California--May 13, 1996--Across the globe, stakeholders of
Apple Computer, Inc. focused their attention on the Company's Worldwide
Developers Conference (WWDC) proceedings today, where senior executives
articulated the framework for Apple's corporate strategy and the Internet
initiatives underlying that strategy. Thousands of developers gathered at
the San Jose Convention Center, joined by satellite and Internet webcast
audiences from around the world, as Apple Chairman and CEO Dr. Gilbert
Amelio delivered the conference keynote address--an assessment of the
Company's strengths and his vision for the future.

Dr. Amelio described the framework of a corporate strategy that will
position Apple in front of the industry's key "mega-trends": convergence
of computers, communications and consumer electronics; explosive growth in
Internet use, and the demand for media-rich digital content. He expressed
Apple's intent to make the Internet central to the Company's strategy. To
support this strategy profitably, Apple will realign its structure to
build a more effective, efficient, accountable organization.

Internet Strategy

As a central component of the Company's business model, Apple's Internet
strategy was detailed in a WWDC opening session by Larry Tesler, Apple's
vice president of Internet platforms and chief scientist. The foundation
of this strategy rests on three core concepts: access, creation and
delivery. By leveraging its pioneering ease-of-use and multimedia
competencies, the Company intends to help customers access, create and
deliver information through innovative Internet/Intranet solutions that
combine Apple hardware, software and third-party offerings.

Apple's approach will rely on open standards that eliminate platform
incompatibilities, giving customers from across the Company's key markets
the freedom to choose systems on the basis of the enabling technologies
that make access, creation and delivery more productive and rewarding.

A variety of robust Internet solutions are immediately available to Apple
users. The Company and several dozen of its third-party vendors showcased
some of these shipping products, along with technology demonstrations of
products under development, during an Internet Product Fair for WWDC press
attendees at the San Jose Fairmont Hotel today.

Product and Technology Announcements

Together with its third-party allies, Apple introduced a multitude of new
and updated developer products, technologies and services at WWDC. The
scope and quality of these announcements reflect the Company's progress in
facilitating technology adoption through resources that add value to
software applications and improve developer productivity:

* Attendees received the final developer version of Cyberdog, the acclaimed
suite of OpenDoc-based Internet development tools. The software suite
helps third party applications carry Macintosh computing conventions to
the Internet, simplifying the user experience with a powerful, intuitive
interface.

* Apple offered evidence of broad OpenDoc momentum, noting that hundreds of
developers support this programming environment as an effective path to
deploy applications across multiple platforms. The Company also announced
availability of a new OpenDoc Software Developers Kit (SDK). Incorporated
into the SDK is a new developer suite code-named KickStart, which packages
Apple's superior multimedia technologies as easy-to-access OpenDoc
components.

* Underscoring the Macintosh's continued popularity among software
development professionals, Apple and its third-party tools partners
unveiled more than a dozen new tools products for the Macintosh platform.
Many of these products address Internet and cross-platform development
needs.

* Apple introduced the beta version of Newton Internet Enabler (NIE), a
suite of connectivity tools that helps developers create Internet- based
solutions for Newton Personal Digital Assistants. An overwhelming number
of third-party developers affirmed their plans to integrate NIE into
current and future releases of their products, to deliver Internet-based
solutions such as World Wide Web, electronic mail, news, Telnet and FTP
clients.

* Apple confirmed that it will license the Apple Image Capture Platform to
camera manufacturers, developers and systems integrators worldwide. Based
on Apple's QuickTime Image Capture technology, the platform includes APIs
which facilitate the creation of compelling customer solutions that don't
require a computer, such as in-camera time lapse photography, direct
connection to the Internet to share and transmit images, and in-camera
filters.

* The Company announced plans to incorporate Firewire--the popular
cross-platform implementation of the IEEE 1394 High Speed Serial Bus
invented at Apple--into its entire line of Macintosh products. The
Firewire standard is unprecedented in providing fast, real- time
connection between personal computers and new digital consumer products
such as set-top boxes and digital video disk devices.

Apple on the Internet

As an extension of its Internet strategy, Apple announced its commitment to
lead by example in providing rich, meaningful Internet content to current
and prospective customers. Specifically, the Company plans to:

 maintain more World Wide Web sites addressing topics of greatest
 interest;

 increase coverage of live events through Apple-sponsored webcasts;

 integrate more community-building activities into Apple's Internet
 presence;

 improve navigational capabilities within Apple's Internet sites.

Apple's deepening commitment as an Internet content provider is exemplified
in its approach to WWDC WebCast programming. Throughout the week, Apple's
WebCast will include live audio and video of keynotes, chats with Apple
executives and industry leaders, coverage of selected sessions, and
"spy-cams" to capture candid action from the conference venue.

In addition, other Internet-based services have been established to meet
the special information needs of the developer community. Apple's
developer relations group introduced the Apple Developer Catalog (ADC)
Online, an extension of the company's quarterly print catalog that
features a complete range of tools and technical resources. By moving to
an online format, ADC (previously known as APDA) is instantly accessible
to developers around the world. ADC Online is located on the World Wide
Web at: http://www.devcatalog.apple.com/.

Also, Apple Directions, the Company's award-winning monthly newsletter for
developers, has been redesigned to position the publication's print
version as a complementary facet of Apple's Internet-based news services.
Apple Directions is currently available in three forms: as a monthly
subscription-based print publication, in bi-weekly email digests, and on
the World Wide Web at:
http://dev.info.apple.com/appledirections/adtoc.html/. The redesigned
newsletter will debut with distribution to WWDC attendees on May 15.

Conference Schedule

Apple's WWDC continues through Friday, May 17, with ongoing sessions by
Apple executives, product teams and third-party sponsors; hands- on
training; compatibility labs; a developer product and service exposition,
and special events. The conference is Apple's premier technical forum,
designed to help attendees make strategic development decisions by
providing in-depth information about the direction of existing and
emerging Apple technology. Information about the WWDC schedule, and access
to Apple WebCast coverage of conference activities is located on the World
Wide Web at: http://wwdc.apple.com/.

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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