Apple UK unveiled its advertising strategy designed to put all of its troubles behind it as the vendor embarked on a worldwide cost-cutting exercise.
Alan Hely, Apple marketing director, said the advertising campaign, called New Macintosh, is designed to convince users that now is the best time to purchase a Macintosh, following a loss in confidence in the manufacturer by users.
Hely said: ?We have the world?s fastest desktop and now we have translate that into sales. No Apple employee will be content until we are back in profitability.?
His comments come after Apple revealed that it did not expect to make a profit this quarter, and was unlikely to return to profitability until next year.
The filing at the Securities & Exchange Commission stated that former Apple CEO Gil Amelio had registered to sell his shares, valued at $2.76 million. It was also finally confirmed that Apple co-founder Steve Jobs had sold all but one of his shares in the firm.
The advertising campaign will be run in conjunction with Apple?s dealers, with the aim of running joint face-to-face meetings with potential customers. Apple will also take out extensive advertising in the national papers to publicise its cause.
Meanwhile, Jobs has told employees at Apple they will no longer be allowed paid sabbaticals and will have to travel economy on most flights. Employees will get share options as incentives rather than cash bonuses.
J UK reseller Computer Warehouse is entering the US market after making its own-brand Mac clones available. Within the next six weeks, Computer Warehouse will sell its systems through dealers as well as directly to users. The Mac clones are already available through the reseller?s Web site.
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