Andy Miller, Mobile Advertising VP and Former Quattro Wireless CEO, is reportedly leaving Apple to join Highland Capital. Highland Capital is a Boston venture capital firm that previously funded ad company Quattro Wireless. Quattro was scooped up by Apple in an early 2010 acquisition. The ad platform was eventually shuttered when Apple decided to focus its efforts on iAd.
The departure reflects poorly on iAd which has been slumping. After a launch filled with enthusiasm, the mobile advertising platform has not lived up to performance expectations. To improve adoption, Apple has sliced the price on its iAd campaign by as much as 70%. Apple was initially charging clients US$1 million but those prices may have dropped to as little as $300,000. Even at that reduced price, Apple still has to compete with less expensive alternatives like AdMob and Millennial Media.