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Mac advocates launch new publication

Apple isn't in trouble, it's just misunderstood, says the publisher of a new Mac magazine.

A new magazine will hit newsstands later this week that will argue the case that Apple (AAPL) isn't in trouble, it's just misunderstood.

Mac Today, published in Clearwater, Florida, will seek to dispel the image of Apple as a doomed company, according to editor in chief Scott Kelby. Generally, Mac Today will be focused on individuals and small business users, who have been Apple's core adherents, rather than corporate users.

Although Kelby acknowledges that the Cupertino, California-based Apple has committed its share of mistakes over the past few years, the company's biggest problems, he claims, are caused by a hostile and biased press corps.

"Apple's biggest problem is how it has been maligned in the press. Most of the journalists writing about the Macintosh are writing on a PC," Kelby said. "[CEO] Gilbert Amelio is a brilliant guy, and he's doing the things that need done."

Many of the company's other problems, he said, could be explained. Recurring shortages of premier products, like the recent shortage of PowerMac 8600? "They're not the only company that has that problem." Financial losses over the past seven quarters that total close to $1 billion? "They have $1.4 billion in the bank."

At the same time, though, Kelby points out that market research firms have seen an Mac market share stabilize and even rebound as a result of Apple's clone manufacturers. Distributors also report a recent settling down of the market.

"For us, sales have been holding steady," said Andy Magasarilli, a product marketing manager at Ingram Micro (IM), the world's largest computer distributor. "The shortage of 8600s lasted a couple of months, but they should start shipping this week. It will be interesting to see how much demand there is." Often, he added, computer shortages lead to panic ordering, which then leads to a surfeit of products and discounts.

The magazine started as a regional phenomenon but grew, said Kelby. The first national print run will contain 30,000 copies. Advertisers include Apple, Adobe, and other hardware and software makers.