Companies are pretty picky about the ways their products show up in movies. After all, if a billion dollars’ worth of folks in audiences worldwide are going to see what you are selling, you want it shown in a way that gets them to buy. This goes beyond mere crass products placement like Krispy Kreme donuts in Power Rangers or Olive Garden in Sonic the Hedgehog or VAIO laptops in every Sony movie. We’re talking about, say, how heroic the military must look in any Marvel or Michael Bay movie that wants permission to use realistic-looking hardware.
They might not have the firepower of an army (yet) but Apple is also pretty powerful. And according to a recent Vanity Fair interview with Rian Johnson, Apple also has some pretty strict rules for how its products appear in films.
Johnson’s Knives Out is a murder mystery that leaves you guessing as to who has done it. However, anyone who knows about Apple’s corporate demands may be able to eliminate some suspects from the jump. According to Johnson, bad guys in movies aren’t allowed to use iPhones. If you’re up to no good, it’s green text for you.
That’s a pretty funny example of Apple’s carefully cultivated positive brand image. Only good characters use iPhones. We’d be curious to go back and see if this rule applies to original Apple TV+ shows where it seems like every character uses an iPhone. But the next time you’re in a theater and you see a character poke around in iOS, know that you can trust them. Just remember that’s very much not the case in real life.
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