Ken Segall:

Recently, Apple hired Tor Myhren as VP of Marketing Communications. He comes from Grey, where he was the global chief creative officer and president of the NY office.

To borrow some new Star Wars terminology, he’s a big deal in advertising.

On the surface, Tor’s hiring is what it is. But if you look a bit deeper, there are all sorts of juicy implications.

To better appreciate, one must first understand how Apple’s marketing has worked in the past, Steve Jobs-style.

I’ve been following this behind the scenes story for a few years now. The most interesting aspect of this, besides the fact that a world-class ad agency guy would go “behind the wall” to work internally is Segall’s statement that Myhren will be reporting directly to Cook and not Schiller. We’ll see the fruits of this hire inside six months.