Apple Computer Announces Corporate Brand Licensing Program

Beanstalk Group Chosen as Brand Licensing Agency

CUPERTINO, California--January 25, 1995--Apple Computer, Inc. announced a
worldwide corporate brand licensing program to license the well-known
spectrum-colored Apple logo and other Apple trademarks for third-party
merchandise. The Beanstalk Group of New York, a premier agency in
corporate brand licensing, was selected to represent Apple as its
exclusive licensing agency.

"Apple's objective with the brand licensing program is to extend positive
brand awareness and to protect our trademarks," said Mike Dionne, Apple's
vice president of worldwide corporate communications. Dionne indicated
that research has shown strong consumer recognition of the Apple logo; and
that the Apple name is associated with characteristics such as
ease-of-use, innovation, high quality, good value and education.
"Corporate brand licensing is an effective way to reinforce the positive
attributes of Apple's brand. We intend to create product lines that will
serve our consumer and represent our commitment to our industry. Our focus
will be on opportunities that are outside the scope of of Apple's PC
business."

The Beanstalk Group was chosen after several months of research and
interviews with licensing agencies. " Beanstalk's range of experience in
corporate brand extension licensing was a key factor in our decision to
select them," said Dionne.

"Apple's products are known worldwide as cutting-edge, creative, innovative
and user-friendly," said Michael Stone, co-chairman of the Beanstalk
Group. "We will integrate these traits into a carefully coordinated
licensing program, working closely with representatives from Apple to plan
and execute the program."

Apple Computer, Inc. a recognized pioneer and innovator in the information
industry, creates powerful solutions based on easy to use personal
computers, servers, peripherals, software, online services, and personal
digital assistants. Headquartered in Cupertino, California, Apple
(NASDAQ:AAPL) develops, manufactures, licenses and markets products,
technologies and services for the business, education, consumer,
scientific and engineering and government markets in over 140 countries.

The Beanstalk Group is a full-service licensing, marketing and design firm
headquartered in New York. For more information about the Apple licensing
program, contact Michael Stone, telephone (212) 421-6060 or fax (212)
421-6388

Apple Computer Inc
20525 Mariana Ave
Cupertino, CA 95014
408-996-1010

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