TBWA/Media Arts Lab was presenting fresh work to its signature client when the Apple executive across the table stopped the proceedings and handed over another idea, saying simply, "We like this better." The favored ad was created by a rival agency: Apple's in-house shop. Recounted by a creative who has worked on the brand recently, it's a scene that would have been unfathomable before the death of Apple's creative heart and soul, Steve Jobs, roughly two-and-a-half years ago. But today Apple is thinking differently about its approach to advertising and marketing. Very differently. Amid criticisms that it has failed to innovate, Apple is increasingly taking marketing into its own hands. It's madly building an internal agency that it's telling recruits will eventually number 1,000 -- the size of Grey Advertising.