Table: Going Up against an Icon

Gateway's Ted Waitt is positioning his flat-screened Profile 4 as a low-cost alternative to Apple Computer's popular iMac (below). Gateway wins on price, but comes up short in these areas:

MULTIMEDIA

The Profile 4 lacks a rewriteable DVD drive and upgradable graphics. That makes it a tougher sell for Apple's music- and video-loving faithful.

STYLING

The Gateway is boxier than the Apple, and its screen doesn't swivel as smoothly.

MARKETING

Apple sells to cultlike followers, nourished by magazines, chat groups, and a storied 20-year battle against the PC. Gateway starts out far behind.

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