Apple is investigating setting up a massive internal creative team. The brand is concerned it is losing its marketing edge, as outlined in an email from Apple VP Phil Schiller to James Vincent at Apple's agency, Media Arts Library, talking about Samsung's Super Bowl ad. “It's pretty good and I can't help but think "these guys are feeling it" (like an athlete who can't miss because they are in the zone) while we struggle to nail a compelling brief on iPhone. Something drastic has to change. Fast."