Apple Revamps Sales Operation

Apple Computer Inc. said it reorganized its U.S. sales operation to simplify distribution channels, focus on specific markets and reward retailers who sell Macintosh machines. The No. 3 computer maker said it also will continue to simplify its product lines by reducing the number of models, in order to help stores provide specific products to consumers and businesses. “Our current structure does not reward those in the channel who are strong advocates of Apple products, nor does it encourage them to focus on the markets where Apple has a strong franchise,” said Robin Abrams, head of Apple Americas. The changes in the sales unit are aimed at attracting retailers and encouraging them to focus on Apple products. Some have been frustrated with the Cupertino-based company because of quality problems, poor forecasting and the higher prices for Apple machines.