Apple may be on the verge of completely separating from its long-time ad partner, TBWA's Media Arts Lab, says the New York Post
. Citing industry rumors, the paper suggests that Apple's entire external advertising account is "up for grabs," and that Beats CEO Jimmy Iovine -- soon to become an executive at Apple, following Beats' acquisition -- will also be used to help revive Apple marketing efforts. "Apple bought Beats for a lot of reasons," comments
one anonymous ad agency executive. "They think they're marketing geniuses. It is safe to assume Beats would be part of an assessment of all [Apple] partners."
TBWA's relationship with Apple has become increasingly fraught since 2013, when the latter responded angrily to a TBWA proposal suggesting a revamp not only of advertising but also some of Apple's business practices. Since then Apple has reportedly been building an in-house agency
, and inviting new outside agencies to pitch for projects, even if just to put pressure on TBWA. The in-house team is thought to be responsible for work like the recent "Strength" TV campaign.