From: Apgar@Apple.com (Gar)
Newsgroups: comp.sys.mac.announce
Subject: Apple Reduces SRP
Followup-To: comp.sys.mac.advocacy
Date: 28 Sep 1992 17:30:36 -0500
Organization: Apple
Expires: 30 days
NNTP-Posting-Host: cs.utexas.edu



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Apple Reduces Suggested Retail Prices on Many Macintosh Products in The
U.S.
 
CUPERTINO, California--September 28, 1992--The Apple USA
division of Apple Computer, Inc. announced today that it has
reduced manufacturer suggested retail prices (SRPs) in the
United States on many Apple Macintosh personal computers and
related peripheral and accessory products.
    Apple's SRP price reductions extend across the majority of the
Macintosh product family including the Macintosh Quadra line.
Reductions in SRP range from 11 percent to 36 percent on the following
products: the Macintosh Classic II, Macintosh LC II, Macintosh
IIsi, Macintosh IIci, Quadra 700, and selected configurations in
the Quadra 950 line.   Price reductions will vary by product,
based on configuration.  The new prices are effective immediately.
    "Lowering our SRPs will enhance our competitive market
position by providing computers at aggressive price points
across the Macintosh product line," said Bob Puette, president
of the Apple USA division of Apple Computer, Inc.
    "This year Apple has seen solid gains in marketshare, unit share
and overall revenue growth while many of our competitors have
struggled to maintain their position," Puette added.  "We intend to
continue our offensive posture by attracting new customers
through aggressive pricing, excellent products and unmatched
value."
    Puette noted that while Apple USA is announcing a change in
SRPs on many Macintosh products, it is difficult to calculate
what effect this action will have on retail pricing set by resellers.
     Current and previous suggested retail prices for selected
Macintosh computers are:
 
                                 Previous SRP   New SRP  %Change
 
Macintosh Classic II (4MB/40HD)   $1,699         $1,079    36%
Macintosh Classic II (4MB/80HD)   $1,849         $1,209    35
Macintosh LC II(4MB/40HD)         $1,699         $1,239    27
Macintosh LC II(4MB/80HD)         $1,849         $1,349    27
Macintosh IIsi  (3MB/40HD)        $2,499         $1,729    31
Macintosh IIsi  (5MB/80 HD)       $2,999         $1,999    33
Macintosh IIci (5MB/SD)           $3,299         $2,539    23
Macintosh IIci (5MB/80HD)         $3,999         $2,719    32
Macintosh IIci (5MB/230HD)        $4,599         $3,089    33
Quadra 700    (4MB/SD)            $5,199         $4,219    19
Quadra 700 (4MB/80HD)             $5,899         $4,669    21
Quadra 700 (4MB/230HD)            $6,499         $5,039    22
Quadra 700 (4MB/400HD)            $7,199         $5,849    19
Quadra 950 (8MB/230HD)            $8,499         $7,359    13
Quadra 950 (8MB/400HD)            $9,199         $8,169    11

Contact:
Lisa Byrne 408/862-5154
Apple Computer, Inc.
or
Michelle Soleau 415/354-4465
Regis McKenna, Inc.
 
 - 30 -
 
Apple, the Apple logo and Macintosh are register trademarks of
Apple Computer, Inc. Macintosh Quadra is a trademark of Apple
Computer, Inc.  Classic is a registered trademark, licensed to
Apple Computer, Inc.