NEWS about Apple Computer has become an industry in itself, with the already high-profile company the subject of more speculation than ever.
Headlining gossip sheets now is speculation about the company's new chairman, Mike Markkula, who is a co-founder.
Having only just taken the reins from the long-time boss, John Sculley, Mr Markkula's tenure, according to Apple watchers, will more likely be measured in months, than years.
Apparently, Mr Markkula, who is said to be one of the wealthiest and most private men in the computer industry, has offered his services only on an interim basis. It is his second time in the job; he held the post before Mr Sculley.
Mr Markkula is said to have wielded enormous power and influence from a less visible position in the boardroom, anyway. And Apple's preference (and probably Mr Markkula's) would appear to be in finding someone who both relishes the spotlight that only an Apple chairman can generate.
That person would also play a more pivotal role in shaping the company's future technology, and cutting the co-operative deals that will push Apple towards those technologies. WHILE the rest of the PC industry has swung resources towards the high end of the market where the margins are sweetest, the retail chain, ComputerLand, has bucked conventional thinking.