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 Apple Press Releases PR Express