News from Acorn Computers - Release Date: 8th September 1994 

Advertising Standards Authority upholds Acorn complaint against Apple 
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Acorn Computers Limited, the leading supplier of 32-bit RISC based 
computers, has won its battle to ensure that Apple Computer does not 
continue to mislead end users with its Power PC materials. Acorn's 
complaint about the Apple marketing information sent in reply to press 
advertisements for Power PC has been upheld by the Advertising 
Standards Authority (ASA). 

Mike O'Riordan, Sales and Marketing Director of Acorn Computers Ltd 
comments: "Although Apple agreed to review the claims when we intially 
made a complaint in March 1994, this decision reinforces our 
objection and Acorn's belief that the PowerPC information was 
misleading. The material was inaccurate and the decision will ensure 
that UK purchasers are aware that Acorn's position on this matter was 
correct." 

Acorn objected to Apple's claims in the materials that: 

"Until now, personal computers have used the CISC (Complex Instruction 
Set Computing) microprocessor architecture, while RISC-based 
microprocessors have been used for high performance systems such as 
workstations and servers. Apple is the first company to ship 
personal computers with RISC-based microprocessors." 

Acorn objected to this claim as the company has been successfully 
supplying personal computers with RISC-based microprocessors since 
1987. 

Apple has now amended the materials to acknowledge Acorn's concerns 
and the company's position in the RISC market in the UK and overseas. 

Founded in 1978, with 1993 revenues of 54.3m, Acorn Computers is the 
premier supplier of IT solutions to UK education and has been the 
leading provider of 32-bit RISC based personal computers since 1987. 
Acorn works closely with a strong community of industry partners, 
users and software developers to provide innovative technology 
solutions for the education, consumer, publishing and international 
markets. 

The Acorn Computer Group is a holding company for Acorn Computers 
Limited, Acorn Australia, Acorn New Zealand, Acorn GmbH and Online 
Media. Acorn Computer Group owns 43% of ARM Ltd. Online Media, a 
division of the Acorn Computer Group, was launched in 1994 with the 
mission to design world class, interactive multimedia products. 

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