An apparatus for self-generating power and a wireless switch applying same are provided. The apparatus includes a coil assembly and a permanent magnet assembly. In an initial state, left and right ends of a soft magnetic plate come into contact with a first permanent magnet and a second upper soft magnetic plate respectively to form a first closed magnetic circuit, when the soft magnetic plate is rotated relative to the permanent magnet assembly, the left and the ends of the soft magnetic plate come into contact with a first upper soft magnetic plate and a second permanent magnet respectively to form a second closed magnetic circuit, and a direction of a magnetic line of force passing through the soft magnetic plate in the first closed magnetic circuit is opposite to that of a magnetic line of force passing through the soft magnetic plate in the second closed magnetic circuit.