A flat vibration generating apparatus wherein a flat coreless eccentric vibrator armature generates an eccentric vibration desired from the aspect of body feel. An air-core armature coil group thereof consists of m pieces (where m is an integer of 3 or more) of armature coils disposed in superposition with one another in m phases in an arrangement such that they are eccentric and with their phases deviated in a circumferential direction, and that they do not describe a complete disc-like shape as viewed from the axial direction.