Apple is now producing more of its own television advertisements, Reuters reports. The company is decreasing its reliance on longtime ad agency partner TBWA\Chiat\Day, as Apple is “seeking a fresh approach to regain advertising as one of its key competitive advantages.” Recent iPad ads, including the iPad Air “Pencil” ad and “Your Verse” ads, were both made by an in-house Apple team. Apple has hired “at least two” people who worked for Media Arts Lab, a special Apple-focused unit in TBWA.
Apple marketing chief Phil Schiller became upset with Media Arts Lab, as revealed in January 2013 emails that were released this year — months after those emails were sent, Apple started creating in-house ads. The report notes Media Arts Lab is still working on Apple ads, including current iPhone TV commercials.