Apple still searching for its inner Don Draper

Over the years, Apple has excelled at tasks that are typically outsourced to consultants, such as public relations and product design. So far, its decision to bring advertising in-house is not faring as well. Based on one respected measure — viewer survey scores gathered by research firm Ace Metrix — Apple's homegrown commercials are underperforming those made by its longtime agency. Apple began building its own team of ad men and women last year, amid frustration with TBWAMedia Arts Labs, a unit of TBWAChiatDay, the agency that was responsible for the 1984 and Think Different commercials.

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