According to a spokeswoman, Steve Wilhite's resignation is effective immediately. His replacement has not yet been named, she added.
In his position, Wilhite oversaw advertising, marketing communications and online marketing. He was Apple's primary contact with TBWA/Chiat/Day, the company's advertising agency.
Image and marketing has always played a crucial role at Apple. The company's famous "1984" ads helped launch the first Macintosh computer, while the company's "Think Different" campaign helped make the colorful iMac computer line a success. One analyst once described the company as an advertising agency that also sells computers.
Apple's Web site describes Wilhite as "the man singularly responsible for protecting and promoting the Apple brand."
The resignation follows the October departure of Mitch Mandich, senior vice president of worldwide sales. Mandich's resignation came after a revenue warning from the PC company.
In late September, the company warned revenue would be substantially below expectations because of low sales in Europe and less-than-strong demand for its G4 Cube computer.
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