Apple Changing Its Sales Practices

Following the example of successful PC clone companies, Apple Computer Inc. announced it is revamping the way it does business with its resellers. The Cupertino, Calif.-based firm said it will lower the sales volume resellers must have before they can buy Macintoshes directly. It will also offer its entire line, except for education products, to all resellers. And it will add 100 employees to improve communications with resellers. Adopting practices of such PC makers as Compaq and Dell, Apple hopes the changes will get more Macintoshes in the public eye, make retailers better advocates for its products and reduce inventories. Apple also announced a major new ad campaign, starting Sunday, with two commercials on ABC during the network premiere of “Toy Story.”