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APPLE BUNDLES UP SOFTWARE

By Published on .

Apple Computer is repackaging a collection of other companies' software into value-price bundles, the first move in a strategy to repackage name-brand computer products.

This fall, Apple will sell four software bundles, each with seven or eight packages, in computer stores for $60 to $80. The family-oriented fare includes education and entertainment titles from marketers including Knowledge Adventure and Electronic Arts.

The theme "Bring learning home" will run across holiday ads for Performa and the software. While Apple will promote the software mainly at retail, a quarter-page ad for the bundles will accompany fall ads for Performa.

Performa's multimillion-dollar fall consumer campaign also includes TV, an infomercial about students and the Internet, and a radio campaign promoting rebates.

BBDO Worldwide, Los Angeles, did the ads, and Tyee Productions, Portland, Ore., produced the infomercial. CKS Partners, Cupertino, Calif., created the software packaging.

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