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January 19, 1989


By CBR Staff Writer

Despite those sturdy fiscal first quarter figures – profits 16% up (CI No 1,096) – analysts and the market were more concerned at Apple Computer Inc’s volte face on pricing, which saw it reverse many of the price increases it made in November, and the shares tumbled $3.375 to $40.625 on Tuesday, which seemed a churlish way to greet a good set of figures. Concern was generated by Apple president Allan Loren, who said the company hoped the price cuts on its more advanced models of Macintosh would bring more customers to the high end. Unit sales increased over 30% in the US and at an even greater rate internationally, he said. But we also experienced a shift in the unit mix toward less-costly, less-configured Macintosh systems. And that means ones that carry lower margins. Some observers also saw the price cuts as a reflection of slower growth

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