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Apple Pushes Portable

Boot Camp feature for Thursday, January 23, 2003

When it comes to computers, Apple pushes portable. Bloomberg Boot Camp, a report on today's technology. With the PC industry still in a sales slump that has lingered for two years, one area where there has been growth has been in notebook computers. And so, at Apple Computer... .

"We call this the year of the portable."

Dave Russell is Apple's marketing director for portables and wireless. In fact, in introducing its updated product line at this month's MacWorld Expo event, the company's hardware focus was exclusively on two new additions to its PowerBook line. One with a 12 inch screen... is Apple's smallest ever notebook...with a slot loading optical drive... built in Bluetooth connectivity and an option for adding a new high speed 802.11g wireless card. With the wireless... the price is about 19 hundred dollars. The question is, will Apple be able to sell its other new model... .a PowerBook G4 with a 17 inch wide screen display with price tag of 33 hundred dollars. Russell admits the market may be limited...

"Creative professionals are going to love the 17 inch PowerBook G4. It does things that no other computer can do for them."

Like automatically backlighting the keyboard when a room is darkened. A cool feature... but in times of tight corporate budgets... .a tough sell. But Apple sees the notebook market continuing to grow...

"Many analysts say that in this decade notebook sales will rival those of desktops. We think we're ahead of that charge. Fully one third of all the computers that Apple sells now are notebook computers. And that compares very favorably with the industry average of only about 25 percent of the computers sold being notebooks."

Bloomberg Boot Camp, I'm Fred Fishkin.