Summary:

Apple (NSDQ: AAPL) has done way more things right over the past several years than it has wrong, but its push into premium mobile advertisin…

Apple Quattro

Apple (NSDQ: AAPL) has done way more things right over the past several years than it has wrong, but its push into premium mobile advertising has not taken off. Couple that with the nature of entrepreneurs, and it’s probably not a huge shock that Apple’s Andy Miller is leaving the company for a venture capital firm, according to a report.

AllThingsD says that Miller, who came to Apple as part of the Quattro Wireless acquisition in 2010, is taking a position at Highland Capital sometime in the near future. Quattro was Apple’s consolation prize after failing to outbid Google (NSDQ: GOOG) for mobile advertising firm AdMob, and the mobile advertising network was shuttered soon after its arrival at Apple so that the company could focus on iAd.

Apple was hoping to convince advertisers to pay big bucks for slick in-app advertisements that would allow them to embed all sorts of rich media in their ads without having to convince a user to launch a browser window. It hasn’t gone quite as well as expected: Apple was forced to cut the minimum entry price for an iAd campaign to $500,000 from $1 million and advertisers have seemed more interested in reaching across mobile devices as opposed to developing an expensive campaign for just one device. It’s still very early for mobile advertising, however, as compared to its online counterpart in general.

Miller co-founded Quattro and was its CEO before joining Apple. He’ll become a general partner at Highland, which provided funding for Quattro according to the report.

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