Bloomberg reports that Apple is moving more of its TV advertising in-house. This means the company is loosening ties with Chiat\Day, the ad agency Apple has used for more than 30 years, best known for producing Apple’s 1984 campaign.

Apple told Bloomberg that Apple’s ‘Pencil’ iPad ad, pictured above, was developed by Apple’s internal advertising team and are now responsible for all other TV ads airing now.

The report goes on to say that Apple built out its internal team using employees from Chiat\Day. Apple’s team is apparently led by Tyler Whisnand, who Apple acquired from Media Arts Lab. The company has also been hiring from other ad agencies, according to Bloomberg.

The Apple-Samsung trial showed that relations with the agency were on the ropes, as early as January 2013.

After watching one Samsung pre-Super Bowl ad Schiller wrote an email to Vincent, commenting on the ad. “It’s pretty good and I cant help but think “these guys are feeling it” (like an athlete who can’t miss because they are in the zone) while we struggle to nail a compelling brief on iPhone,” Schiller wrote in an email, presented in court on Friday. He added: “Something drastic has to change. Fast.”

Most notably, this means Apple’s Your Verse campaign falls under its internal team.  Your Verse consists of a series of stories about iPad being used in different situations. In late May, Apple introduced its latest addition to this campaign, focusing on iPad’s use in orchestra and writers.