Apple is revamping its education strategy, CEO Steve Jobs has revealed.

The reorganization was made last summer - a key period in the US-education sector, during which many buying decisions are made. Jobs said this reorganization contributed to Apple's disappointing sales over the previous quarter.

During summer, Apple terminated its outside sales agents, choosing to bring its education sales team in-house. 40 per cent of Apple's education sales reps were newly-employed by the company during the last quarter, and Apple has also appointed a chief of education sales.

Europe Reorganization has also taken place in Europe, where the company has appointed Brendan O'Sullivan, former MD of Apple UK and former head of its UK-based Xemplar education sales division, to lead Apple's efforts to develop market share in Europe's diverse education sector.

On the reorganization, Jobs promised that by April 2001, the next peak buying period for the US-education market, the company would be in position to recover lost ground.

US Apple computers are used in 40 per cent of US schools. AirPort and iMovie have been pushed to the forefront of the company's marketing efforts in the sector. The company is facing aggressive competition, with PC manufacturers undercutting the company in price, and exploiting the "MHz gap" between Apple and Wintel machines.

MacWeek reports that Apple's chief financial officer, Fred Anderson, said that while some districts are moving from Macs to PCs, other PC-centric districts are embracing the Mac. With its reorganization and the promise of faster Macs next year, Apple is trying to position itself to mount a steadfast campaign to seize market share in education markets globally.

Apple's share value closed at $20.125 yesterday, falling to $17.2969 on the after hours market. Reaction to the financial results has also been muted on the European tech market Easdaq – Apple's shares stand at $17 at the time of writing.