Apple plans to create a separate software firm.

According to Apple Computer, the new company will develop, publish and market applications software for its Macintosh and Apple II personal computer lines. The Cupertino-based company said the new firm will market applications software currently published by Apple, but under its own private label. It will also publish new software products developed by other third parties, while developing some applications itself. The firm is being formed as a wholly owned subsidiary of Apple, and William V. Campbell, formerly Apple’s executive vice president of U.S. sales and marketing, was named president and chief operating officer of the new company.