toggle

AAPL Stock: 443.23 ( + 1.87 )

http://www.macnn.com/articles/00/11/23/apple.marketing/

Apple marketing VP resigns

updated 01:12 am EST, Thu November 23, 2000

 
", 0, 0);


Apple's vice president of marketing communications Steve Wilhite has resigned effective immediately. The departure follows the retirement last month of Mitch Mandich, Apple's senior VP of worldwide sales: "Wilhite oversaw advertising, marketing communications and online marketing. He was Apple's primary contact with TBWA/Chiat/Day, the company's advertising agency....Apple's Web site describes Wilhite as "the man singularly responsible for protecting and promoting the Apple brand." His replacement has not yet been named.


by MacNN Staff

Post tools:

TAGS :

 industry

Related Articles

Recent Articles

toggle

Comments

  1. 0

    Joined:

    0
    11/23, 02:36am | report spam | Reply | delete

    Apple marketing VP resign

    So first Mandich, then Wilhite. How many more rubber ducks to go before we get to the Daddy Duck ... Steve Jobs?
    The sooner the better for me!

  1. 0

    Joined:

    0
    11/23, 03:37am | report spam | Reply | delete

    Apple marketing VP resign

    Its very sad to see the news Item.Happy days to Apple.

  1. 0

    Joined:

    0
    11/23, 04:35am | report spam | Reply | delete

    test

    Hello this is a test

  1. 0

    Joined:

    0
    11/23, 06:29am | report spam | Reply | delete

    Not a big deal

    The guy had only been with Apple for a year, it is really not a big deal and certainly nothing to make inferences about.

  1. 0

    Joined:

    0
    11/23, 07:37am | report spam | Reply | delete

    balki

    Steve you are great, you have visions, we all admire you, but you are so arogant. Even if you would be allways right, this is not the way to sell Macs. And only sold Macs are good Macs - the one's in the Museum already saved your place in history. The cube look nice on the posters, but why can't I attach a screen to it (directly - you know to get a kind of allinone? the displays are not flexibel enough in term of how to se them up), why are there so many whires, speakers digital - cool but why not USB or Firewire ones? Why ADC - and not just a appropriate cable? Bundle the 15" / 22" display with a cube or so to do the marketing job, don't use builtin restrictions! Use - if you need - selling-restrictions. After all it's not just the Mhz-gap. Although this is quiet a weight on apples legs.

    You don't have to listen to other people, but please make now small steps again! You did one step in the right direction - cool, one in the wrong direction - bad, but human. There is enought to be dealt with as a consumer in the comming year: OSX. So give the rest of us a breath.
    Just look at SONY in terms of Quality, Price and costumer satisfaction. Sincerely BALKI

  1. 0

    Joined:

    0
    11/23, 09:36am | report spam | Reply | delete

    VP Resigns

    it's all part of the corporate life. its happens all the time. inorder for a company to survive, compete etc., people will come and go. The punk who wants to see SJ go has no idea and probably works in retail. He's just sour on having to work on Thanksgiving Day!

  1. 0

    Joined:

    0
    11/23, 10:24am | report spam | Reply | delete

    Heh

    Balki certainly is entertaining.

    Attach a screen to a Cube? Hmm.. okay... And when you want to add more RAM or plug in a cable you have to totally dissasemble it?

    The speakers *are* USB. FireWire audio is coming - Apple is not responsible for making *every* device when a third-party is slow to get one out the door (you try to engineer a hardware product TOTALLY from scratch some time).

    ADC is a great idea whose time has come. Its not all that proprietary - some other company thought it up, but since in the PeeCee side everything is a pseudo-standard you cant lock in any one design in lieu of everything else "just in case" some k*** wants to hook up a bargain basement Taiwanese el-cheapo 15" display.

    Apple can do the ADC route because they make the box, the screens and the software (ATi made the card for them w/ADC and makes em w/o for retail).

    Steve is a good choice for CEO. Look at the differences between Dr. Gil Amelio, the previous CEO and Steve's reigns; Mac OS X Server (clunky, sluggish, buggy, incomplete) = Gil Amelio, Mac OS X (everything the Mac OS Should Be) = Steve, iMac, iBook, G4, Cube = Steve, Gil Amelio = Power Mac 4400 (total bomb, there are stacks and stacks of these klunkers at a local Mac store), the iTooth G3 All-in-one (big clunky molar-looking thing lacking any style compared to the iMac), Amelio = continued losses, cloning at the exact WRONG time eroding Apple's market share and revenues, lots of promising technologies destroyed or lost, whacky inconsistent translucent coloring on products (eMate, original Studio Display), Steve = consistent financial health, renewed mindshare, kick-butt products that are endlessly copied and consumer acceptance and confidence.

    Steve did miss a few times notably the B&W G3 of which many pros were put off by its outrageous color scheme (I experienced this first hand while working Demo Days) and the *pricing* on the Cube while the Cube itself is a total WOW! computer.

    Now, who would you rather have?

  1. 0

    Joined:

    0
    11/23, 10:51am | report spam | Reply | delete

    Glad & Sad

    I worked for Apple before and during Steve Wilhite's tenure and have mixed feelings about his leaving.

    On one hand, he's responsible for ensuring that advertising was consistent across media, that there was a focused message and that the "brand" was promoted, and that product placements increased measurably.

    On the other hand, he went too far in protecting the brand image. Our group brought him numerous proposals for co-branding and/or co-marketing opportunities with companies with similar consumer demographics, focus and market presence in unrelated fields. These opportunities would have presented Apple to new markets and groups with a minimum amount of resources expended. A lot of this comes from Steve Jobs, but Steve Wilhite was the primary gatekeeper.

    An ex-Apple evangelist

  1. 0

    Joined:

    0
    11/23, 11:07am | report spam | Reply | delete

    At last he's gone

    Protecting the Apple brand, yeh sure, whatever.
    Apple's marketting sucks big time. It is so rare to see an Apple TV ads that it seems like they are struggling for life. People need lots of ads to be reminded that there is a replacement to Windoze. I hope someone more aggressive gets hired, I mean really... why would Apple put a full spread ad in the MacWorld magazine??!! the magazine is all about one brand of computers... Wouldn't it be better suited in PC-World or something?

  1. 0

    Joined:

    0
    11/23, 11:40am | report spam | Reply | delete

    Better or Worse

    Considering how much many folks complain of Apple's seeming lack of presence many places, and lack of promoting some of the reasons why their hardware/software combo is better in terms of price/performance and ease of use, I can't say I'm terribly upset. But that doesn't mean I think things can't get worse. But of course we all hope it doesn't, and that many consumers stop adopting the riddicule they've been taught by non-Apple users, and folks in big organizations that use computers are shown evidence that their kick-backs from big wintel outfits aren't worth it compared to how much better MacOS X is (in terms of ease of administration).

Show More Comments

Login Here

Not a member of the MacNN forums? Register now for free.

 
close
Photo
toggle

Network Headlines

toggle

Most Popular

MacNN Sponsor

Recent Reviews

MaxUpgrades MaxConnect for 2006-2008 Mac Pro

Nobody outside of Cupertino's privileged bunch knows the future of the Mac Pro line for sure. Despite Apple's reluctance to tell us wh ...

Brother HL-3170CDW LED Printer

We've mentioned before that we are far from a paperless society. For now, at least, there are tasks that require a piece of paper for ...

HTC One

It is hard to overstate just how critically important the HTC One is to the Taiwanese company’s fortunes. Despite its alarming decline ...

toggle

Most Commented

 

Popular News