Apple Seeks to Reassure Its Customers

Apple Computer Inc., its losses ebbing but still huge, sought to convince customers it’s on the comeback path a day after it reported a $708-million quarterly loss. The troubled personal computer pioneer placed full-page ads in major newspapers in which Chairman Gil Amelio expressed confidence in the company’s recovery. Amelio, in a television interview, also vigorously countered persistent speculation that Apple could be sold or taken over. The executive was hopeful despite the staggering loss for the January-March quarter, its second-worst quarterly performance. Most of it was due to special charges for a thorough reorganization and its purchase of Next Software. Revenue and shipments of Macintosh computers were down sharply. But the Cupertino-based company stressed progress it has made in rebuilding itself and the recent introduction of computers already proving popular. Shares rose 44 cents to close at $19 on Nasdaq.