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.

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