Now No. 2, Apple Tries Harder

A new boss cuts prices, trims management and plans more models

Over four days last week, 1,500 computer dealers in 25 U.S. cities listened to pep talks from John Sculley, president of Apple Computer. He showed them new television commercials, answered questions and announced that this week the Lisa computer, which sells for $9,995, will have a new stripped-down price of $6,995. The price cut for the Lisa, introduced last January with much fanfare, marks another skirmish in the war between Apple (estimated 1983 sales: $1 billion) and IBM (estimated 1983 sales: $40 billion)...

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