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Can Apple Grow Under All That Glass?


In Business This Week: HEADLINER: MICHAEL SPINDLER

CAN APPLE GROW UNDER ALL THAT GLASS?

On Aug. 24, the Windows 95 tsunami will be upon us--and upon Apple Computer, the biggest potential victim of Microsoft's new operating system. Is CEO Michael Spindler worried? Nah. "A tidal wave doesn't overwhelm you if you get out of the way in time," he says.

Spindler says Apple will gain market share this year after losing as much as a percentage point in 1994. His plan: to ease out of commodity markets and focus on the creative and education sets that have been Apple's stronghold. "Windows 95 will create enough hype to get people into the stores, and we intend to capture them at the door," Spindler says.

Maybe, but it will take some marketing panache. Apple has made only a few youth-oriented ads, and it plans an infomercial later this year. To help relations with retailers, Spindler is set to scrap a return policy that makes them eat Macs returned by unhappy buyers.

Will it be enough? "They might hold their own if they make a lot more product," says one retailer. "But with all the hype behind Windows, I doubt it."EDITED BY KEITH H. HAMMONDS By Peter Burrows


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