SAN JOSE, Calif. (AP) _ Power Computing Corp., the first company to win a license to make copies of Apple Computer Inc.'s Macintosh, has a simple approach to its business.

``Our strategy is more for less,'' said Stephen Kahng, the company's president and chief executive officer.

Power Computing said Monday it will start selling its machines next month and announced prices that are below those of Apple's.

The new machines, based on the PowerPC microprocessor, will be comparable and fully compatible with Apple's Power Macintosh 7100 and 8100 line, which is aimed chiefly at businesses. Chip speeds will range from 80 megahertz to 110 MHz. Other models are expected later this year.

Power Computing, based in Milpitas, will sell its PCs directly to customers through phone orders and hopes to sell 100,000 within the first 12 months.

Prices will range from $2,000 to $5,600, while Apple's comparable Macintosh computers range from about $2,700 to $5,900.

The clones also are less costly than IBM-compatible PCs running advanced microprocessors at similar speeds, Kahng said.

Another company, Radius Inc., of Sunnyvale, also is making copies of the Macintosh. Its computers are aimed at professionals in the color publishing and digital video markets. Radius began limited shipments last month with volume sales to start in June or July.

Apple also has reached a licensing agreement with Pioneer Electronic Corp. of Japan. Agreements with other companies are expected.

The cloning strategy, announced last year, was a major switch for Apple. For years, the company would not license its technology, a course that is now seen as having helped IBM-compatible machines become the dominant PC design.

Apple, based in Cupertino, Calif., counted on the Macintosh's ease of use to win customers despite a price tag higher than IBM clones. But the company was hurt when Microsoft's Windows operating software made the IBM-type machines easier to use.

In September it decided to allow copies of the Macintosh, hoping to expand its global market share, which has dropped to 8.5 percent, according to Dataquest Inc. of San Jose.

More Macs on the market would encourage software developers to keep writing programs for them. Otherwise, analysts say, the Macintosh is in danger of becoming a ``niche'' machine _ used only by relatively few people for such specific purposes as desktop publishing.

Less expensive clones, however, could eat into Apple's sales and force the company to cut its own prices. But Apple is betting that any such losses will be outweighed by license fees and increased demand for the software it created that makes Macintosh run.

Kahng believes that Apple, with the help of his company and other clone makers, could double the Mac's market share in five years.

``With Apple's licensing program the PC industry's dynamic will change rapidly,'' he said. ``This is the beginning of a new trend and turnaround for the Macintosh architecture.''

Kahng is familiar with the task of cloning. In the 1980s, he designed the successful Leading Edge IBM clone for Daewoo Corp. More recently he has been a consultant to several personal computer companies, advising them on design and business strategies for low-cost PCs.