Apple line targets novices

Apple Canada will launch a new line of computers for neophytes and first-time buyers in the first quarter of 1993.Performa will be distributed through yet-to-be announced mass merchandise retailers.In the u.s., where Performa was introduced on Sept. 18, distribution agreements have...

Apple Canada will launch a new line of computers for neophytes and first-time buyers in the first quarter of 1993.

Performa will be distributed through yet-to-be announced mass merchandise retailers.

In the u.s., where Performa was introduced on Sept. 18, distribution agreements have been established with the Sears and Montgomery Ward chains, among others.

Markham, Ont.-based Apple Canada will announce a Canadian launch date as soon as similar arrangements have been made with Canadian retailers.

The new line is based on Apple computers already being sold through the company’s established distribution network of computer specialty stores.

Performa 200 is based on the Macintosh Classic II; Performa 400 is based on the Macintosh LCII; and Performa 600 is based on the Macintosh IIVX.

Franca Miraglia, Apple’s public relations manager, says Performa will be positioned to appeal to people who are unfamiliar with computers and who would be intimidated at the idea of shopping in a computer specialty store.

Miraglia says the strategy behind distributing Performa in mass merchandisers is to ‘put it in a chain where the entry level computer user feels comfortable about shopping.’

She says Performa will come with software already installed, so all the buyer has to do ‘is take it home and plug it in.’

Prices for the Performa line have yet to be announced, but Miraglia says it will be ‘priced aggressively.’