US resellers will get further price cuts from Apple Computer in the next few weeks as the vendor bids to clear its $1.9 million inventory, but UK dealers are unlikely to see any further heavy price reductions.
Apple US president Jim Buckley said the discounts will help Apple sell its vast stocks, but he declined to mention specific products or channels involved. A representative for Apple UK said that the indirect channel had taken advantage of aggressive price cuts for a few months.
'I don't think we will cut prices much lower than we currently have,' he said, 'but we have to be close to US pricing.' Apple has stated that it hopes to clear its inventory problem in the next few months, but the UK representative said the measures taken in the last three months should be enough to clear European stocks.
Apple CEO Gil Amelio is expected to announce a package of measures to cure Apple's financial ills in mid May, which sources say will include marketing Apple as a premium brand (PC Dealer, 10 April).
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