Apple Unveils New Notebook Computers : Technology: The firm expects strong demand for the line but said certain memory chips are becoming harder to get.

Apple Computer launched a new range of notebook computers Monday and said its factories were working three shifts a day in anticipation of strong demand.

“The factories are pumping away on all cylinders,” Apple Chairman John A. Sculley told reporters after introducing the notebooks and other computers at the Comdex computer trade show here.

The notebook computers, called Macintosh PowerBooks, have been eagerly awaited by both potential customers and stock market analysts because they round out Apple’s product line and propel it into one of the industry’s hottest growth areas.

Sculley said he expects the notebooks, which are small enough to fit in a briefcase, to generate strong sales beginning in the Christmas buying season.

The cost of the notebook line begins at $2,300.

During the news conference at the Comdex trade show, Sculley said certain memory chips are becoming harder to get, but he added that the company has enough components to increase output at its worldwide factories.

He said the Cupertino, Calif.-based company already has its new notebooks in the marketplace and believes that the company can ship a lot before the shortage makes its mark.

Sculley said in-house surveys have found that 13% to 15% of existing Macintosh users would be interested in buying a notebook computer.

Sculley said Apple expects to continue its close relationship with Sony Corp., which helped in the making of the new notebooks.

But he reiterated that while other cooperative efforts could be undertaken with Sony, the relationship was not on the scale of the recently announced accord with International Business Machines Corp.