Apple Restructures Developer Organization, Improves Access to Development
Resources

Macintosh Developer Proposition Reinforced by Market Analysis

BOSTON, Massachusetts--September 27, 1995--Apple Computer, Inc. today
outlined comprehensive enhancements to its developer relations efforts, in
response to the needs of its developers worldwide. At the Software
Publishers Association Conference, Apple announced organizational changes
as well as plans to make information, tools and support more accessible to
developers, regardless of their company size or stage in the product
development cycle.

"Developer interest in the Apple Macintosh platform remains strong--there
are now 1200 native applications for PowerPC-based systems, our Worldwide
Developers Conference enjoyed record attendance levels this year, and
membership in our Associates Plus developer program is doubling every
month," said Shirley Stas, acting vice president, Apple Developer
Relations. "We want to convert this interest into market success by
assisting developers every step of the way."

Apple Developer Relations--Organizational Changes

To better serve the development community, Apple recently made significant
adjustments to its developer organization, consolidating all support and
service activities under one vice president of Developer Relations.
Evangelists have been designated for each of the company's key worldwide
market groups to promote close alignment between developers and Apple's
solutions marketing efforts.

The organizational changes follow the recent appointment of industry
veteran and former Macintosh evangelist, Guy Kawasaki, to the prestigious
Apple Fellows program. Developers and industry observers are heralding
Kawasaki's return as a master stroke.

"I know first-hand what it means to be a small developer with scarce
resources," said Kawasaki. "I'm here as an advocate for those
bootstrappers in the trenches who continually remind us that innovation is
still alive and kicking."

Kawasaki's initial focus is developer outreach. He has established the
SEMPER.FI list server as an interactive conduit of information between
Apple and technical staff at developer organizations. Many of Apple's key
executives and engineers follow the activity on this popular list.

Anyone who receives email through an information service provider may
subscribe to the list by sending an email message to:
listproc@abs.apple.com. The body of the message should read "subscribe
semper.fi (name)." For example, "subscribe semper.fi joe developer."

Online Access to Developer Information

Apple also is relying on the World Wide Web (WWW) to facilitate global
developer communication. Kawasaki recently launched a Third Party Products
WWW site at http://www.info.apple.com/dev/thirdparty/third_party.html.
Designed to promote developer products to prospective users, the site
currently features hundreds of items; additional entries are added every
day. Purchasing information, search capabilities, and links to developer
WWW sites are integrated into the pages. The site is expected to be
connected soon with Apple's main home page at http://www.apple.com.

Other WWW-based information tools are being created to augment Apple's rich
library of global online developer reference materials at
http://www.info.apple.com/dev/. Two recent additions include:

--Software developer's kits (SDKs) -- Recognizing that timely access to the
latest technologies and programming information results in superior
software, Apple is distributing more Mac rs, PowerPC and PowerTalk. More
online courses are being produced.

Access to Other Development Resources

Because hardware and programming tools must be available and affordable to
foster Macintosh development, Apple is adjusting its distribution programs
accordingly. Beginning next month in the U.S., the Developer Hardware
Purchase Program plans to lower prices and improve availability of Apple's
current products. In addition, Apple Developer Program members will be
authorized to receive user group rates on software and equipment purchased
through Apple's User Group Connection Store, and Apple will offer
limited-time hardware specials whenever possible.

To improve access to tools, the latest issue of the Apple Developer Tools
Catalog slashes the price of many Apple-labeled programming tools and
information products by as much as 60%. Eighty-one new products are
featured, along with hundreds of existing products from Apple and third
parties. The Apple Developer Tools Catalog is available at no charge by
telephone in the U.S. at (800) 282-2732; in Canada at (800) 637-0029; or
internationally at (716) 871-6555. Pricing outside the United States may
vary by country.

Analysts See Strength

According to recently published research by International Data Corporation
(IDC), the Macintosh developer opportunity compares favorably to Microsoft
Windows development along several dimensions:

--Macintosh systems generate nearly 75% more software revenues
  per system;
--Windows application development costs 50% more on average,
  per dollar of revenues;
--Marketing costs for Windows-based products average 54% higher
  than for Macintosh products.

IDC expects the Macintosh installed base to double during the next five
years, growing as fast as the Windows base.

Developers See Opportunity

The predicted growth in Macintosh systems sales should continue to fuel
global demand for applications across Apple's key market segments.
Developers are optimistic about the business potential associated with
support of the Macintosh platform:

"Nisus users continually look to the best computing tools for challenges
like multilingual communication, information management and Internet
editing," said Jerzy Lewak, CEO, Nisus Software Inc., maker of document
processing software. "We've always agreed--it doesn't make sense to build
on a bad foundation. That's why we made the shift to the Mac OS in 1984,
and why we're enthusiastic about our Macintosh future with Power Macs,
OpenDoc and Copland."

"As a game developer, we sink or swim by the speed, graphics quality and
ease-of-use the consumer experiences with our software," said Doug
Zartman, Director of Public Relations at Bungie Software. "We're a
Mac-only developer because the Power Macintosh dominates on the first two
points. Moreover, it's a breeze for us to provide technical support for
the Mac."

"Apple's QuickDraw 3D will have a significant impact on the graphics and
multimedia markets," said Miles Walsh, vice president of worldwide
marketing for Macromedia, a leading vendor of multimedia authoring
software. "Macromedia expects to support QuickDraw 3D in future versions
of our key products, including our new 3D software."

"Business users should be free to select their client of choice for access
to enterprise information," said Tom Cole, Macintosh R&D manager at SAS
Institute. "This philosophy led us to create the SAS system, a robust
business analysis suite with consistent 'look and feel' across all major
computing platforms. This includes the Power Macintosh, which is an
integral component of our users' enterprise solutions."
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Apple Developer Program Improvements

To succeed in the market, software developers need access to resources.
Apple is responding with comprehensive improvements to its developer
program offering:

Access to Support
-- New centralized Developer Relations Organization
-- New Apple Fellow Guy Kawasaki, focused on developer
   issues/opportunities
-- New evangelism resources through Apple's Worldwide Marketing
   Organization
-- Recently-introduced Associates Plus program, more attractive
   program pricing
-- New "single incident" technical support pilot program for U.S.
   Associates (previously no support available at this level)
-- Distinction between Partners, Associates Plus and Associates
   programs now based on technical support requirements

Access to Hardware
-- Increased hardware discounts to developer program members in U.S.
-- Improved hardware availability to developer program members in U.S.
-- Additional hardware purchase source in U.S.: User Group Connection
   Store
-- New limited-time hardware offers to be made available in U.S.

Access to Tools
-- More than 80 new products join hundreds available in the September
   Apple Developer Tools catalog
-- Reduced catalog prices (discounts of up to 60%) on many
   Apple-labeled tools
-- Broader catalog circulation and increased frequency -- available
   to developers at no charge
-- New international reseller in the United Kingdom

Access to Technologies
-- More Mac OS-related Software Developer's Kits on the WWW
-- All SDKs to be included in all program member monthly mailings,
   as of 12/95
-- All program members may now receive Seed CD (NDA required)
-- Technical Q&A pairs now searchable on the WWW
-- Complete technical information on OpenDoc, PowerTalk, and
   QuickDraw 3D on WWW

Access to Information/Communication Channels
-- New SEMPER.FI list server, established by Guy Kawasaki to promote
   direct communication to and from developers
-- New Developer University (DU) training (introductory courses)
   on WWW
-- New DU training extension sites on East Coast and in Toronto
-- All articles from develop (Apple's developer technical journal)
   on WWW
-- All articles from Apple Directions (Apple's developer newsletter)
   on WWW
-- Developer communication channel soon to migrate from AppleLink
   to eWorld

Access to Marketing Support
-- New Third-Party Products WWW site to promote developer products
-- New pilot program to increase retail shelf space -- begins soon
-- New, dedicated Apple developer publicity program
 
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