Apple Computer Inc. announced that it has named Pieter Hartsook, 49, to the newly created position of vice president, Marketing Analysis & Research. Hartsook, who will report to Satjiv Chahil, Apple's senior vice president of Worldwide Marketing, will be responsible for overseeing both customer and competitive analysis. This position was created to strengthen the role of market research in order to drive the creation of best of class technologies and products, and compelling distinctly superior user values (DSUVs).

Hartsook will serve as Apple's primary analyst on competitive strategy. In addition, his group will provide an expanded program of on-going, proactive marketing analysis to the industry and to its third-party and channel partners through reports and online services.

"Pieter is the most respected, and most often quoted, expert on Macintosh technology trends and directions," said Satjiv Chahil, senior vice president of Worldwide Corporate Marketing. "As the Macintosh industry's only independent market researcher for the last five years, Pieter's forecasts are respected as the most accurate and insightful resource for business planning in the Macintosh marketplace."

"That's why we are pleased to announce that Pieter will be taking the helm of Apple's market research efforts, to help ensure that our future product plans are formed with the best data available on what solutions our customers are looking for," Chahil added.

"I am absolutely thrilled to have the opportunity to contribute directly to Apple's recovery and successful growth into the next century," said Hartsook. "I feel Apple has greater opportunity for success right now than at any other time in its history."

"For a long time, I have felt like a back seat driver saying 'turn this way, go that way,' and now I am ready to jump into the front seat," added Hartsook.

Hartsook was previously consultant and editor of The Hartsook Letter, rated as one of the five most influential technology newsletters by Adweek's Marketing Computers. For the past five years, his newsletter and reports provided the Macintosh industry with market research, focusing on the issues and trends effecting the Macintosh market, market sizing of various market segments, and technology assessment of existing and emerging hardware, software, and communications technologies.

Before beginning his independent market research activities, Hartsook was Macintosh research program manager at International Data Corp. (IDC). For the past ten years, he has focused on providing Macintosh analysis and consulting, including a three year stint as director of Strategic Alliances for the TOPS division at Sun Microsystems.

Hartsook is quoted almost weekly in publications ranging from Macintosh trade press to the NY Times and Newsweek, as well as on television, and radio. Hartsook has graduate degrees in Librarianship and has served as assistant director of Libraries at Howard University in Washington D.C.

Apple Computer, Inc., a recognized innovator in the information industry and leader in multimedia technologies, creates powerful solutions based on easy-to-use personal computers, servers, peripherals, software, personal digital assistants and Internet content. Headquartered in Cupertino, California, Apple develops, manufactures, licenses and markets solutions, products, technologies and services for business, education, consumer, entertainment, scientific and engineering and government customers in more than 140 countries.

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