Ken Segall:

We all know that things are different in the post-Steve Apple.However, there’s something about the current move to build an in-house marketing agency that’s really, really different. Unlike previous changes, this one isn’t driven by Tim Cook.

It comes from a new place, deeper inside the company — from those who long played a part in Steve Jobs’ marketing machine.

The industry and the press seem to be surprised by this development. To many others, it’s a wonder it didn’t happen sooner.

Some fascinating insights into what may be going on behind the scenes at Apple Marketing. Whether this works out for Apple in the long run will be very interesting to see.