Apple Inc. (NASDAQ:AAPL) is expanded its in-house marketing department, according to Apple Insider. The report, which sources people familiar with Apple’s plans, says that the company is planning on hiring between 200 and 300 staff in order to beef up its internal advertising abilities.

Apple

The move represents a change in philosophy at Cupertino, according to Apple Insider. In the past, Steve Jobs restrained the size of the Apple Inc. (NASDAQ:AAPL) marketing department so that the company would be known as a products company rather than a marketing company.

Apple advertising

The change in the Apple Inc. (NASDAQ:AAPL) isn’t really a big deal, but it does demonstrate something of a change in policy at the company. Apple has had some problems with advertising in the recent past, and the marketing department is a source of conflict at the company, according to some sources.

Apple Inc. (NASDAQ:AAPL) launched an ad campaign called Apple Genius last year, and quickly pulled the campaign in the face of criticism. Advertising critics have noticed quick shifts in tone from Apple ads, lending credence to rumors that the company’s advertising department is not as stable as it would appear from the outside.

Back in June, sources from an advertising company working with Apple said that Phil Schiller, the company’s head of marketing, was causing problems. Schiller’s management style apparently put the department at odds with the creatives in the marketing department. Today’s hire gives Schiller more people to manage, and that may not be the best thing for Apple Inc. (NASDAQ:AAPL).

Apple losing momentum

Apple Inc. (NASDAQ:AAPL) is due to release its next iPhone tomorrow, and its next iPads in the coming months. Shareholders are tentatively excited about the release. Shares in the company rose by close to 2 percent on today’s market, and the company’s shares hit highs not seen since last February.

There is a creeping worry that Apple Inc. (NASDAQ:AAPL) is losing momentum, and its reallocation of more resources toward advertising rather than product development is a trend that may worry some investors.

Whether this move reflects changing priorities at the company remains to be seen, but investors will be watching the performance of the company’s advertising department closely as increases in size and responsibility.