The shift comes as Apple is marketing a slew of new products and services, from Apple TV+ to its new branded credit card. Earlier this year, Media Arts Lab
"[Media Arts Lab] is competing now with one of the best agencies in the business, and that's the in-house agency of Apple," said Avi Dan, founder and CEO of Avidan Strategies. He added that by marketing a widening array of products and expansion areas, the company might be seeking more intricate creative operations and relying more on internal resources to do that.
"The pendulum has always been swinging between Media Arts Lab and Apple for many years. The agency is a little at the mercy of Apple's whims and directions," he said.
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