Apple yesterday set a new low on Wall Street. The price of AAPL shares was in fact set at just over 18 dollars. The Cupertino shares were less affected than those of other technology stocks whose performance was damaged by the new reports advanced by some analytical companies according to which the sector set new disappointing performances in the current quarter. Despite this and despite the decrease in AAPL it was "only" 3% against 5% of the Nasdaq, with and yesterday's ratings Apple reached the minimum since April 21, 1999. Then the listing (it was before the stock split "two for a "), in full blast, was set at $ 34.75 while the next day it reached 36.375. The maximum was instead reached on March 22 with 144 $, equivalent to about 77 dollars today (again due to the effect of two for one). The next day, however, during the AAPL negotiations it even touched $ 150 and then returned to 141. At that time, nothing seemed to be able to stop the growth of Apple's share price so much that some predicted the reaching of the threshold of $ 170, or of the $ 85 today. But then the time came for Motorola's mistakes, product delays and wrong evaluations from Apple as well as the collapse of confidence in the technology sector that has cut the prices of many hi-tech producers and in particular the prices of the Apple . Now for recovery, according to some, it will take years. Even if in January, in fact, from Jobs will arrive convincing news (and must necessarily come to give a boost to the market), the "sentiment" towards the companies that deal with technology and computers has changed. According to some experts, in fact, to push production and marketing, as well as new ideas, convincing prices and, consequently, lower profits will be needed. Apple has a different market from that which affects many other PC manufacturers and can afford higher prices and, therefore, even higher margins. In addition to this, it has the possibility of extracting part of the market from the Win world and more appeal to those who do not yet have a computer. In order to escape this logic entirely, in particular, it can change the conditions of the ?internal? market, that of Apple consumers. The old Apple customers with the advent of iMacs and G4s, the statistics say, have already largely renewed their old fleet. The release of all-in-one desktops, the G3s and then the G3s, for their technological content and innovative design have convinced many to update without leaving the platform. Now the real challenge for Cupertino to find equally exciting products, new solutions and equally revolutionary hardware to go to the conquest of new PC users, new "virgin" users in the computer world, but also to convince those who have a first and second generation iMac and who has a G3 or G4 that time to change. To do this it will take a substantial hand from partners like Motorola. Only the fin company, as well as IBM, can provide those new processors that are missing to make the new machines that everyone asks for. Then also a total success of MacOs X will be needed. Only then, but we will probably be in late 2001, the markets will perhaps still be convinced to bet on Apple.