MOVED OVER BUSINESS WIRE AT 8:33 AM, EST,
THURSDAY, FEBRUARY 22, 1990.
 
 
 
Contact:
 
Cindy McCaffrey
Apple Computer, Inc.
(408) 974-1578
 
 
 
 
APPLE REDUCES PRICES ON MACINTOSH SE LINE
AND LASERWRITER II PRINTERS
 
 
CUPERTINO, California--February 22, 1990--Apple Computer,
Inc. announced today that it will decrease the suggested
retail price in the United States on all models of  its
Macintosh SE and SE/30 personal computers and
LaserWriter IINT and IINTX  printers.
 
"We are lowering prices in the U.S. so that we can bring
the Macintosh personal computing experience to more people,"
said David Hancock, senior vice president of marketing,
Apple USA. "These actions further improve the value to
our customers for our mainstream personal computers and
our LaserWriter II family. The pricing changes will allow
us to reach more people in price/performance categories
where customer demand is growing," said Hancock.
 
"We expect many of our customers, particularly in
education and small business, to combine Macintosh SE
and LaserWriters for productivity,  publishing and
connectivity applications," Hancock said.
 
"Macintosh is unique in the industry because it’s the
only personal computer that lets the customer pick the
best entry point and then grow with the same software as
their needs grow," said Hancock. "That’s why customers
can buy an SE or SE/30 today and take advantage of the
powerful features of System 7.0 when it ships later
this year."
 
A small footprint, transportability and affordable
pricing characterize Apple’s best selling compact product
line.  The expandable Macintosh SE is the most popular
Macintosh computer yet developed.  The SE/30 is the
highest performance compact Macintosh.
 
The LaserWriter II family is the premier printer product
line in the personal computer industry. The combination
of PostScript image quality, ease of use, connectivity
and award winning industrial design make the
LaserWriter IINT and LaserWriter IINTX printers the
standard against which all laser printers are compared.
The LaserWriter IINT is Apple’s most popular LaserWriter
printer.  The NTX is the highest performance and most
expandable LaserWriter yet.
 
The new U.S. pricing structure will be effective
immediately. Current and previous suggested retail prices
for the computers and printers are listed below.
 
 
                            Previous     New
                            SRP       SRP       $∆      %∆
 
 
Macintosh SE (dual floppy)  $2,869     $2,569    -$300    -10.5
Macintosh SE (1MB/20HD)    $3,469      $2,969    -$500    -14.0
Macintosh SE (2MB/40HD)    $4,069      $3,369    -$700    -17.0
 
Macintosh SE/30 (floppy)      $4,369    $3,869  -$500     -11.0
Macintosh SE/30 (1MB/40HD)  $4,869     $4,369  -$500   -10.0
Macintosh SE/30 (4MB/80HD)  $6,569   $5,569  -$1,000   -15.0
 
LaserWriter IISC           $2,799    $2,799  -$0        -0.0
LaserWriter IINT           $4,999    $4,499  -$500   -10.0
LaserWriter IINTX          $6,999    $5,999  -$1,000 -14.0
 
 
-30-
 
 
 
Apple, the Apple logo, Macintosh and LaserWriter are
registered trademarks of Apple Computer, Inc.
PostScript is a registered trademark of Adobe Systems,
Incorporated
 
 
END
 
 
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