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As criticism that it has failed to innovate is on the rise, Apple Inc. (NASDAQ: AAPL) is responding by taking more of its marketing into its own hands, according to Ad Age. That is a great contrast to how things were done in the days when Steve Jobs had the reins of the iconic tech giant.

In order to regain its creative edge, Apple reportedly plans to build an internal marketing agency that eventually will number 1,000. That group numbered just 300 last fall. And the number is huge compared to Google Inc.’s (NASDAQ: GOOG) Creative Lab, which handles some of that brand’s most high-profile work with fewer than 100 people. But Google recently ousted Apple out of the top spot in BrandZ’s annual ranking of the most valuable global brands. Apple had held that position for the past three years.

Apple can use all the help it can get. Announcements at the Worldwide Developer’s Conference of updated operating systems and its new HealthKit failed to generate much excitement. The Cupertino company’s next chance to wow customers and investors comes with the release of the iPhone 6 and iWatch, anticipated in August. Question is, will there be any surprises, something beyond the widely reported and speculated features that nearly everyone has heard about already?

Analysts have been excited in the days leading up to Apple’s stock split, at least as far as raising their price targets, if not in actual upgrades. And shares hit a new 52-week high above $95 (split-adjusted) on Tuesday, though that is still down from the split-adjusted all-time high of more than $100 from back in 2012. To get there, it’s going to need to wow investors, whether it is with an iPhone 6 surprise or a truly innovative marketing campaign like in days gone by.

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