Pulling ads isn't just a recent thing for Apple. Andy Hertzfeld, one of the original members of the design/engineering team that created the Macintosh, recently posted this ad footage that never made it to air on his Google+ account.
According to his post, the spot was created by Chiat/Day in the fall of 1983, before the debut of the now iconic "1984" spot. He says the ad never made it on air "because Apple deemed it too self-congratulatory," but the footage was included in promo materials that were sent to dealers. Hertzfeld is currently a software engineer at Google.